The revolution in road cycling
We worked with the board of leading cycle tyre brand Vittoria on a global repositioning and new brand idea – ‘The Ride Ahead’. We were subsequently retained to support the leadership team in bringing this approach to life in their key campaigns.
The launch of the highly innovative Airliner Road is one such campaign.
This bright green tyre insert is a revolution in performance cycling safety. It was secretly tested with the world’s most popular pro team EF Nippo, famous for their unconventional attitude and pink jerseys.
We created the launch campaign, building on the fact that the Airliner Road is invisible to the eye once fitted. So we dramatised this by using ... eyes.
Our campaign idea Invisible Protector creates tension between what’s seen and what isn’t. Produced in association with Vittoria, Yanzi Creative and the EF Nippo team, we delivered a series of Hero, Hub and Help assets for digital media.
Creative Idea & Direction: Firehaus
Design: Chiara Pagnoncelli, Vittoria
Marketing Manager EMEA: Diega Tosatto
Photography and film: Marco Marcassoli, Yanzi Creative