ABUS
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Keep On Riding
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ABUS · Keep On Riding ·
When the world shut down (read: pandemic), people turned to bikes. More people were riding than ever; ABUS wanted this new normal habit to stick. To encourage newborn cyclists to continue this behaviour, we brought to life a simple truth: It’s not the journey more than it is the destination. By bike, it’s actually both. All you have to do is Keep On Riding.
For this campaign, I wrote inspirational copy that spoke to newborn cyclists and complimented the fun animation.
Agency: Good Fortune Collective
Creative Director: Drew Pautler
Animation: Ordinary Folk
Art Director: Darryl Spreen
Copywriter: Billie Norman
Exploration machine. Escape vehicle. Stress release. Social lubricant. Therapist alternative. Happiness device. Call it what you will, just keep on riding. #KeepOnRiding
There are not many places where you can lose yourself in the moment and find yourself in movement, at exactly the same time. If you keep on riding, you can. #KeepOnRiding
Sometimes the answer is to do what you already know. Keep on riding. Three simple words that build lasting momentum. #KeepOnRiding
