As part of our support for the brand, Van Rysel asked us to advertise its range of bib shorts,
a key piece of cycling equipment and THE clothing item that cyclists use to judge the quality
and performance of a brand.
The challenge is simple: make this product the spearhead that represents Van Rysel’s technicality and performance.
Comfort is the secret ingredient to all performance. The best cycling shorts are almost imperceptible. The Van Rysel bib shorts & skins are so highly technical that you don’t realise how efficient they are.
So we decided to advertise the shorts by contrasting the emotions that a performance provides, with the sensations that our products avoid.
Not feeling our shorts means feeling all the emotions of cycling.
And as the first ever application of the freshly created brand platform and graphic identity, the campaign also faces the challenge of instilling the brand’s new graphic codes.