Suspected of being incredible.

KNAAP, known for fatbikes (e-bikes with enormous tires), is introducing two new models in their quirky KNAAP way. Together with creative agency Lemon Scented Tea, they're unveiling the new models as they are seen by the masses: as the villains of the bike path.

From negative tendency to brand power
"They go too fast and they are unsafe" is a common comment you hear in general, often negative, opinion about fatbikes. While e-bikes go just as fast, if not faster.

To turn the negative trend around fatbikes and the brand into something positive, the brand throws in the KNAAP treatment: The two new models are introduced as suspects, only to reveal them with the familiar censored pixel blur, which slowly but surely disappears as the new features are told.

Suspected of being a brand campaign
Felix Leenders, art director Lemon Scented Tea:
'We only take our fatbikes seriously.' We used the tension around KNAAP's image to reveal the product only halfway through the campaign. Against the laws of: short, shorter, shortest and logo right in the picture. Fits well with the crook of the bike path."

Suspected of improving perfection
Robin Cats, founder of KNAAP adds: KNAAP is one of the few fatbike brands to be 100% road legal. And we offer them with track and trace solution, through an app with tracking service. Because yes, the bikes that are seen as crooks are often stolen."