ab ra ca dab ra

Brompton, famous for its iconic folding bike, has unveiled its first global brand campaign, “ab ra ca dab ra”, which celebrates the transformative freedom created by its “magical engineering”.

ScienceMagic has partnered with Brompton to develop a new creative campaign in order to connect the brand with a global audience of Urban Outsiders - people with an urban mindset living and exploring the city outside. The campaign aims to drive growth and brand awareness, as well as reframing perceptions and breaking down barriers to purchase, and inspiring more people to get on a bike.

The new campaign is underpinned by the idea of the transformative freedom created by Brompton’s “magical engineering”, honouring the brand’s founder Andrew Ritchie, whose original brief to himself was to design a “magic carpet” that would make travelling across London easier for all.

Born from this original ambition, ScienceMagic landed on the creative concept of “ab ra ca dab ra” – a celebration of the magical way in which the Brompton bike can solve big and small challenges, but also using the five syllables of the phrase to reflect the five moves of folding and unfolding a Brompton bike.