AXA: The Lock That Should've Been on Your Last Bike

Published On
Aug 14, 2015

Description

Holland is the country of bikes. Almost everyone has a bike, or had one. Because a lot of bikes get stolen. Last year alone 113.779 bikes got stolen in the Netherlands. That's 311 bikes a day.

That's why AXA introduces a new bicycle lock. The lock has a seamlessly welded construction and it's made out of extra hardened steel, which makes it almost impossible to crack.

TBWANeboko made a poster-campaign out of the remains of broken locks found on the streets of Amsterdam; the only thing left when your bike has been stolen.

Credits

Date
Aug 14, 2015
Agency:
TBWA\Neboko Amsterdam
Brand:
AXA
Client:
AXA
Art Director:
Rogier Verbeek
Copywriter:
Matthijs Schoo
Illustrator:
Reza Harek
Photographer:
Paul Theunis

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Project Type