Nestle - Nescau
Freedom for stationary bikes / J. Walter Thompson Brazil
Who has never had or seen an exercise bike abandoned in a corner of the house, collecting dust or serving as a clothes hanger? Similarly, many children and teenagers spend the whole day stuck on the couch, in front of the TV or engaged in electronic games. Aware of this scenario and its consequences, Nescau’s project, “Freedom for Stationary Bikes" (#bikeNescau), uses bikes to show in practice the new concept of the brand: “The energy to make history out of the everyday.”
To that end, in a high profile production atmosphere signed by Gualter Pupo from Hungry Man, exercise bikes were released from their inertia to be transformed into regular use models. The first ones have already been given names: Anacletta, Palitta, Bigotte. Although their original structures have been retained, the bicycles were totally adapted and literally ran free on the streets.