Guru Bicycles: Devoted to Cycling

Guru manufactures high end, custom tailored bicycles for people who are willing to pay a small fortune for the perfect ride. These are people for whom biking is almost like a spiritual pursuit. In order to reach out to them, we created “Devoted to Cycling”, an integrated campaign that borrowed heavily from religious paintings of the 1600's. One of the tactics was a microsite featuring games that tapped into the private jokes used by cycling enthusiasts. These included the importance of turning your head to spit when you're at the head of the pack, and of how to escape your spouse during those long, blissful rides.

Awards:

One Show:
Gold - Gaming and websites

Cannes:
Gold - Direct