Bikes are one of the highest taxed products in Brazil. Over 70% of a bike's price is comprised of taxes. For comparison, cars are taxed at 30%. Furniture prices at 12%. That fact doesn't get enough attention nor outrage between Brazilians for one reason: they just don't know it.
To communicate that amongst the bike consumers, we decided to break the law. We created The Outlaw Bike, a bike that pretends to be furniture so it pays less taxes. A product designed to get the attention of all unsuspecting Brazilians.
It can be assembled both as a bike and as furniture. When assembled as a bike: 70% taxes. When assembled as furniture: only 12%. It's built with the same parts and the same materials, it's just put together differently. A small difference that makes all the difference. After presenting our bike, we asked bikers and bike lovers just one thing: get off their asses off and do something about it.
This professional campaign titled 'The Outlaw Bike' was published in Brazil in April, 2019. It was created for the brand: Bicycling Magazine, by ad agency: Talent. This Direct medium campaign is related to the Recreation, Leisure industry and contains 4 media assets. It was submitted almost 3 years ago.
Advertising Agency: Talent Marcel, Brazil
Creative Director: Philippe Degen, Eduardo Martins, Daniell Rezende, Rodrigo Tortima
Art Director: Sergio Takahata
Copywriter: Andre Jardim
Bike Design: Cardoso Cycles
Photographer: Rodrigo Ribeiro
3D Modeling: Fuze Image
Production Company: Boiler Films
Director: Dulcidio Caldeira
Executive Producer: Gabriel Dagostini
Account Services: Priscilla Sanches and Rebeca Broncher
Production Coordinator: Letícia Xavier
Post Production Coordinator: Fezão Barbieri
Assistant Director: Nina Coimbra
DOP: Ted Abel
Production Director: Tadeuzão Piantino
Editor: Ricardo Quintela
Audio Production Company: Jamute
Producer: James Pinto and Daniel Teles
Executive Audio Producer: James Pinto
Account Services: Kiki Eisenbraun and Sabrina Geraissate
Coordination: Juliana Zuppo e Cassia Garcia
Sound Engineer: Otavio Bertolo, Fernanda Galetti, and Rafael Laurenti