Peseta: THE BICYCLE CAP MADE WITH LOVE, BY A BIKE, 1

Credits & Description:

Category: Special Editions & Promotional Packaging
Advertiser: PESETA
Product/Service: TEXTILE COMPANY
Agency: LEO BURNETT IBERIA
Date of First Appearance: Mar 21 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Art Director: Dani Saenz (Leo Burnett Iberia)
Art Director: Paco Lopez (Leo Burnett Iberia)
Designer: Mico Toledo (Leo Burnett Iberia)
Director: Zipi Aguilar (Zipi)
Bike Designer: Andres Arregui (Ciclos Noviciado)
Designer: Juan Sevilla (Leo Burnett Iberia)
Photographer: Raquel Bañón (Raquel Bañon Studio)
Photographer: Miguel Angel Duo
Communications Director: Jaime Sevilla (peSeta)
: Laura Martinez del Pozo (peSeta)
: Tura (Leo Burnett Iberia)
Media placement: Ambient - In Store Ambient - 15/04/2011
Media placement: Product - The Bicicle CAP. New Museum NY - 15/04/2011
Media placement: posters - in store / New Museum NY - 15/04/2011
Describe the brief from the client
peSeta is a small textile company in Madrid who got a call from a big museum in New York City.
the museum wanted peSeta to design something within the world of bicycles to sell in their gift shop
Describe the challenges and key objectives
The challenge was to create a new and exclusive product.
Something that mixes the spanish style and the modernity of the New Museum of NEW YORK.
Instead of a campaign, we were asked to make a piece of art.
Describe how you arrived at the final design
But instead of just thinking of a product we created a work of art as well
The Bicycle Cap.
A 15 special edition classic bicycle caps
Made with love by an old sewing machine and a bicycle.
a exclusive product, a window display and a documentary film
that brought art and advertising together.
Give some indication of how successful the outcome was in the market
The Bycicle CAP is more than a campaign, is a new and exclusive product by peSeta. Hope you are among the 15 lucky ones to get one.
The PR for peSeta was awesome.
The BICICLE CAP created news content, not advertising.
Aperaring in all mayor fashion spanish magazines and newspapers.
The documentary became famous on the web. with more than 150000 views.
The New Museum is happy with the proyect too. And already have asked peSeta for more colaborations.