Peseta: THE BICYCLE CAP MADE WITH LOVE, BY A BIKE, 3

Credits & Description:

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: PESETA
Product/Service: ACCESSORIES
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)
Creative Director: Laura Martinez del Pozo (peSeta)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient - Ambient. - 15/04/2011
Describe the brief/objective of the direct campaign.
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 creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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.
Explain why the creative execution was relevant to the product or service.
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.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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 project too. And already have asked peSeta for more collaborations.