Cycling. For many, it’s a lifestyle. It keeps them in shape, it’s their ride to work, but when it comes to gearing up there’s just way too much to choose from. Our challenge was to let cyclists know that the recently introduced Levi’s® Commuter range had extended their product line.

To celebrate the launch of the new 505 Straight and Hooded Trucker Jacket in the Levi’s Commuter Range, we launched the ‘WeRide’ Campaign, a site dedicated to celebrating cycling. To take part you simply tweet a picture that expresses your passion for riding and include the hash tag #weride and #[your city] (E.g. #weride #London). Specialist bike store owners in cities around Europe will judge the best images and the top 90 will each win a Charge bike.

Without any paid media we’ve spread the word through niche cycling blogs and stores, used Facebook and Twitter to activate our existing fans, and designed spoke cards that were attached to the wheels of the best looking bikes on the streets of Amsterdam, Paris and London.

The campaign is fun, relevant, and connects the digital and physical worlds. But above all, it creates an easy and seamless platform for the audience to share their passion.

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