The ask

Increase awareness of ABUS’ urban line of locks and helmets.

Increased product awareness during the pandemic.


During the pandemic, more people turned to bikes than ever before, but not many were commuting. WFH meant people didn’t need to. People chose to ride for other reasons. So we leaned into that, retooled ABUS’ urban range messaging, and celebrated the newborn cyclists enjoying the sport.

  • Strategy
  • Product Positioning
  • Product Campaign
  • Advertising


Executed at a time when shooting film was illegal, we used contemporary animation to show cyclists navigating through their day, clearly visualising ABUS as the key to the urban experience. We brought to life a simple truth: it’s not the journey or the destination. By bike, it’s actually both. All you have to do is Keep On Riding.

  • Interactive
  • Video
  • 2D Motion Design
  • Meta Suite Social Media


All projects