French bike manufacturer Lapierre (part of Accell Group) is launching its new Euro brand campaign ‘Light the way’, across Europe, to present its new light assist e-mountain bike E-Zesty. Pushing the concept of breaking with the status quo in a category that Lapierre pioneered, the campaign was created with longstanding agency partner DEPT®.
To bring to life the idea of disruption, DEPT® teamed up with Parisian mixed media artists MANA. Nathan Almera and Antoine Moirin, the artists and directors behind MANA, used sketches of the bike’s frame, annotations, and outlines on a topographical map, to bring to life the idea of craftsmanship. The use of mixed media allowed to put emphasis on the performance and engineering of the Lapierre E-Zesty: all titles and other visual attributes were cut, pasted, calligraphed and torn by hand, and were then layered on top of the striking shots of the E-Zesty in its element, the mountains.
Manuel Di Tolve, DEPT®’s creative director, said, “We poured our craftsmanship into every detail, combining technical prowess with handcrafted expressions to showcase the innovative spirit of the Lapierre E-Zesty and the exhilarating journey it offers.”
“The use of mixed media allowed us to highlight the performance and engineering of the Lapierre E-Zesty, bringing in both technical and graphical aspects to the campaign”, added Nathan Almera and Antoine Moirin, MANA.
‘Light the Way’ emphasises the E-Zesty its impressively lightweight frame, the innovative new chassis featuring cutting-edge technologies, and the new drive unit and battery extended range. The campaign is now live across multiple markets in Europe and the U.K. through social channels and POS merchandising.
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Creative Director at Brands & Advertising NL