SHIMANO EUROPE
_platform lifestyle category
narrative
ecosystem
client:
SHIMANO EUROPE, Eindhoven
credits:
Ruben Van Duijn, director
Brian Hill & Jeroen Bont, photography
production:
RUBENPAULRUBEN, Amsterdam
TRAVELLING FILM, Lisbon
THE NEXT CHAPTER, Amsterdam
SHIMANO EUROPE, Eindhoven
credits:
Ruben Van Duijn, director
Brian Hill & Jeroen Bont, photography
production:
RUBENPAULRUBEN, Amsterdam
TRAVELLING FILM, Lisbon
THE NEXT CHAPTER, Amsterdam
role:
#creativestrategy #artdirector #branddesigner
CIRCUS, Brand Architects
Amsterdam
#creativestrategy #artdirector #branddesigner
CIRCUS, Brand Architects
Amsterdam
CIRCUS was asked to create a platform from which SHIMANO Europe could enter the lifestyle category.
Developed in close collaboration, we gave them ‘The Five’.
Being marketleader in all sports categories, they were now faced with the task to shift from a niche audience to the masses. Moving from simply releasing technical info to gearheads to appealing to all.
Developed in close collaboration, we gave them ‘The Five’.
Being marketleader in all sports categories, they were now faced with the task to shift from a niche audience to the masses. Moving from simply releasing technical info to gearheads to appealing to all.
To make this pivot but also respect the 100 year legacy in excellence we narrowed our focus. We zoomed in on the equivalent of an athlete in the lifestyle category. This lead us to a set of aspirational archetypes we named ‘The Urban Achievers’
A cast of characters fleshed out by assigning extensive data output and of the output of various workshop sessions. Resulting in a systemic messaging framework that ensured relevance and guidance for all concept development.
Giving a voice and emotions to masterpieces in engineering, SHIMANO’s bike components.
Making a functional brand emotionally available
Giving a voice and emotions to masterpieces in engineering, SHIMANO’s bike components.
Making a functional brand emotionally available
