In the best way possible, e-biking is just lazy biking.
Challenge: There's a growing electric bike trend. Rad Power Bikes needs to stay ahead of the peloton.
Insight: People would love to bike to work in the morning - if it weren't so sweaty.
Idea: Bike Smarter Not Harder - a headline-driven, OOH campaign placed along a commuter's trail to work.
Copy, Art Direction & Graphic Design: Quinlan Bruce
