Ad of the Day: Veloretti puts a middle finger up to cars with a 76km bike ride

Premium:

Dutch bike brand Veloretti has mixed technology with cycling in a bid to prove that bikes are the future.

The 'Future Belongs to Bikes' campaign follows a coder cycling through the areas of Amsterdam not often featured on postcards, while a computer tracks his data and location in real time.

The machine reveals the 76.8km journey throughout the cycle-friendly city sketched out the message, ‘Fuck cars’.

Created by Anomaly, the campaign takes inspiration from the frequent accidents between cars and bikes that often result in cross words and crude language. Backed by UK-based artist Rival Consoles, the video shows the how a bike gives accessibility to different parts of a city in a bid to get more people pedalling.

Ferry Zonder, founder of Veloretti, said: "We believe in cycling as the sustainable mode of transport for the future and hope to encourage people all over the world to take up cycling as an integral way to improve our environment and the way we interact with our urban landscape."

The film is part of the bike brand's online campaign, which it claims will prove "once and for all that bicycles own the cities".

Anomaly: Veloretti 'F*ck Cars'

Agency: Anomaly

Client: Veloretti

Date: April 2018

In Europe’s biggest cities the war between cyclists and motorists is at its peak. Whether in Paris, London or Rome, cyclists suffer from the noise, the pollution and the danger caused by the many vehicles of the road.

Veloretti, an independent bicycle brand from Amsterdam, has decided to become the voice for these silent sufferers. When a car brushes past a cyclist, you’re likely to hear a whole tirade of expletives and this is precisely the message that Veloretti decided to convey in its latest short film. But instead of saying it out loud, they chose to say it with a bike.

The film follows a hacker who uses his bright yellow bike as a digital paintbrush and the streets of Amsterdam as his canvas. While he is zig-zagging across a city that is far from the Amsterdam we know from postcards, a mesmerising machine tracks his GPS data in real time, and reproduces the exact path of his ride on a blank sheet of paper. It’s only at the end of this 76.8km-long bike ride that we discover the result of his performance: a bold white-on-black ‘F*CK CARS’.

The technological choreography between bike and machine features a track from the UK-based artist Rival Consoles. The film will be part of an online campaign demonstrating once and for all that bicycles own the cities. Ferry Zonder, Founder of Veloretti said, "We started Veloretti not just to create the ultimate riding experience, but because we believe in cycling as the sustainable mode of transport for the future and hope to encourage people all over the world to take up cycling as an integral way to improve our environment and the way we interact with our urban landscape."

The film was created and directed as a personal project by the creative duo, the ‘G-unit’. Guillaume Roukhomovsky and Gilles Suprin, who are a creative team at Anomaly Amsterdam, produced the film with 7thfl.

Credits:

Director: Guillaume Roukhomovsky

Creative directors: Guillaume Roukhomovsky and Gilles Suprin

Directors of photography: Alex Coman and Horia Ionescu

Producers: Lauren Kilby, Julia Llamas and Lio Dijkman

Agency: Anomaly

Studio: 7thfl

Veloretti: Ferry Zonder and Dien de Winter

Model: Gilles Suprin

Stunt driver: Lauren Kilby

Drone operator: Niko Koot

Music: Rival Consoles