CHALLENGE
Create a brand and product campaign that resonates with serious cyclists
IDEA
An 82 year old man cycles 100km a day in Summer & 60km a daily in Winter. Driven by an iron will, a steel bike and Dutch apple pie. Albert vd Bosch, an ex Brigadier, plans his own routes, makes his own sandwiches and builds his own bikes. What a wonderful story to tell for the brands Campagnolo, Gazelle, Rapha and Reynolds, shot in December in the dank Dutch landscape, produced as a limited edition magazine.