BBB Cycling
Info
BBB Cycling is a Dutch cycling brand that has been designing rider-first parts and accessories in-house, now reaching cyclists in more than 40 countries. We've worked alongside them for over five years, a partnership that has grown into a genuine one-team effort. For the launch of their newest product, the BarBank, they handed us the trust and creative freedom to do something bold.
Scope
The BarBank is a product best understood through use, so instead of selling features, we crafted a surprising, humorous commercial, an approach you don't expect from a cycling brand that reveals what the product can do by showing it doing far more than anyone would assume. Produced together with BBB's excellent marketing team, the campaign ran across film, social and photography as one cohesive summer launch.
Deliverables
1x 16:9 hero film for LinkedIn
Multiple 9:16 short-form reels for Instagram and TikTok
Behind-the-scenes content built for social
A full photography set accompanying the campaign
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Maximum power, minimum size. The BarBank is a tiny electric pump that inflates your tyres sweat-free, and the entire campaign is a joke about a very universal measuring unit, built into a tagline that lands instantly: size doesn't matter.
We wanted viewers to have no idea what they were watching until the very end. So we opened on a man with comically strong tan lines on his arms and knees, the unmistakable mark of a serious cyclist, in a tropical poolside setting, deliberately breaking with the on-the-road imagery that cycling audiences are trained to expect. Only at the end does it reveal itself as a commercial from a well-known cycling brand.
The strong build-up does the real work. It keeps viewers guessing, rewards them with a punchline, and demonstrates the product's power and battery life through play rather than through claims, exactly the kind of "you have to see it to get it" storytelling this launch needed.
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What made this campaign possible was the freedom BBB gave us to take a genuine creative risk on their behalf. The result has been received warmly for its boldness and creativity, and for us it's a reminder of what we like most in our work: producing work, not as an external production house but as a team with our client.
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video deliverables 16x9
