Agency Network: 
December 2009
Het Zwarte Fietsenplan:  Flat tire
Het Zwarte Fietsenplan Ambient Ad -  Flat tire


Het Zwarte Fietsenplan is a bike shop with several stores in Amsterdam. To make people aware that they can have their repairs done at Het Zwarte Fietsenplan we put stickers on the well-known cycle lane signs in the street. We placed our stickers so that the bikes on the signs seem to have a flat tire. In this way we invite everybody to get their tires fixed at Het Zwarte Fietsenplan.

Ambient advertisement created by N=5, Netherlands for Het Zwarte Fietsenplan, within the category: Professional Services.


Flat tire? Het Zwarte Fietsenplan. Sales and repairs.

Advertising Agency: N=5, Amsterdam, The Netherlands
Art Directors: Paul Bakker, Ed van Bennekom
Copywriter: Jasper Diks
Photographer: Reza Harek
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Reality Check's picture

At best, this idea is half-inflated.

Reality Check
Activity Score 2487
ShaniG's picture

I'm wonder how many flat tires they will need to fix in order to pay the fines for vandalizing the signposts.

Activity Score 17208
Creative Director
JPhilly's picture

Yes, when did vandalizing become acceptable advertising. This guerrilla may work for some edgy dot-com start-up, but no legitimate brand or company would advertise on street signs. The concept is creative maybe for a spec ad, but in no way a REAL ad campaign (at least in the states, maybe Europe is different?)

Activity Score 171
Student- Ohio University |


germanhudders's picture

Not bad... I kind of like it but I'm not sure

Activity Score 332
Copywriter at Droga5
chris myles's picture

very impressive !!!!

chris myles
Activity Score 427
Napier University
kusseejner's picture
Activity Score 242
morse's picture

Very cool ideas.

Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

akrokdesign's picture

traffic signs shouldn't turn into ad space. no respect for the idea or the work.

Activity Score 50
Graphic Designer at akrok design
silvi's picture

Not great idea.

Activity Score 4134
rolling.stone's picture

good idea

Activity Score 2731
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

zephyr7884's picture

It would be too small to see.. nobody would've noticed that..

Activity Score 50
Art Director
kamilwoojcik's picture

good and cheap ad

Activity Score 137
WSZMiJO, Katowice, Poland
atb2005's picture

I am not sure if they are allowed to do this. that is, place stickers on those sings. If they are, then this is not just a good idea, it's a brilliant idea! Cost effective and eye catching.

Activity Score 13489
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