No Need to Act Cool
With a Ride Like This.
KNAAP Bikes
The kickstart of the KNAAP brand narrative.
Back in 2022 KNAAP knocked on the Lemon door and said “We need a product film”. Lemon said “Let’s do things differently, as you normally do.”
‘Went so fast, the city became twice as small.’ - KNAAP owner.
We researched the standard fatbike product feature films, to see how we shouldn’t do it. No slick handsome people, acting way too randomly cool in slick urban postcard locations. We showed the bike through the eyes of someone experiencing a first-time Saturday as a KNAAP owner.
Buy yourself Saturdays like these.
Adversary:
Keeping up with the ‘hype train’ in which everyone shows their (social) image, just choose KNAAP, don’t take life too seriously and enjoy the ride, my friend.
“Said goodmorning to a fatbike. There’s a first time for everything.” - KNAAP owner.
A campaign that introduced the KNAAP brand mentality, with a fresh winky vibe, that resulted in big sales and brand lift.
The total brand growth Top-3
15%
Sales Increase
11%
Brand awareness
80K
Free Publicity
