Bigger than the last one

Agency: Lemon Scented Tea


New KNAAP E-bikes are ‘bigger than the last one’. We take our bikes seriously but thankfully, not ourselves. Dutch e-bike brand KNAAP has created a music video that highlights the biggest, small difference between their new and old minibike models: a 2,5 inch increase in size, or 7 centimeters. The introduction campaign for the KNAAP LON and BCN is created by Dutch agency Lemon Scented Tea.

The new KNAAP. Bigger than the last one. Robin Cats, Co-owner and founder of KNAAP “From telco to burger chains; advertising loves rap. It was high time KNAAP jumped on the bandwagon. Instead of rapping about every feature that makes the new bikes better, we wanted to be as braggadocious as possible about the smallest difference. In our own way, we might have gone too far in a few places. We take our bikes seriously but thankfully, not ourselves.” The track was produced by Heron Music and the music video shot by Framez Productions, responsible for the music videos of big artists in The Netherlands. Not too seriously Agency Lemon Scented Tea doesn’t take itself too seriously either. The Dutch agency documented the creative process of the campaign through a mockumentary that plays on classic advertising tropes.

This professional campaign titled 'Bigger than the last one' was published in Netherlands in April, 2023. It was created for the brand: KNAAP, by ad agency: Lemon Scented Tea. This Integrated medium campaign is related to the Transport industry and contains 2 media assets. It was submitted about 1 year ago.


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