Peseta: THE BICYCLE CAP MADE WITH LOVE, BY A BIKE, 2

Credits & Description:

Category: Durable Goods
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 - In Store Ambient - 15/04/2011
Media placement: Product - The Bicicle CAP. New Museum NY - 15/04/2011
Describe the objective of the promotion.
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 how the promotion developed from concept to implementation.
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 method of promotion was most 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.
The promo was to create the product itself. Wothout promo there is no product.
Describe the success of the promotion with both client and consumer including some quantifiable results.
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.