Bryan’s love story

CHALLENGE

To encourage people in Wallonia to adopt cycling in their daily lives, Wallonie Cyclable wanted to make a strong impact with an unexpected campaign. The idea was to rely on a symbol of local culture: the “barakis”, colourful characters passionate about big engines and tuning.
How can you make cycling appealing to those who embody the exact opposite of soft mobility?

SOLUTION

Federate extended the universe of the famous TV series “Baraki” by creating a humorous campaign centred around the character Bryan, a former tuning car enthusiast discovering the joys of cycling.
Through a sincere, funny and authentic tone, the campaign shows that it is possible to change habits, even for the most unlikely cyclists.
A light and clever way to prove that cycling is for everyone.