Nescau Nestle: Freedom For Stationary Bikes

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.

Advertising Agency: JWT, São Paulo, Brazil
Chief Creative Officer: Ricardo John
Head of Art: Fábio Simões
Creative Directors: Hernán Rebaldería, Santiago Dulce
Copywriters: Erick Mendonça, Fernando Duarte
Art Directors: Robison Mattei, Pedro Hefs
Account: Wilson Negrini, Renata Buess, Marcelo Spina
Project Manager: Patrícia Waissmann
RTV: Marcia Lacaze, Fafá Oliveira
Graphic Producer: Flávio Schaefer, Flávio Colella
Production Company: Hungry Man
Sound Production: Timbre
Photographer: Régis Fernandez
Bike Producers: Israel Nicolau, Mauricio Bevilacqua
Published: April 2014


morse's picture
16752 pencils

Nice project.

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kleenex's picture
37437 pencils

I like.

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