To promote the benefits of cycling, the agency proposed to create viral videos aimed towards different cycling enthusiasts. The videos concentrated on individuality and self-expression, which really speaks to the audience and they can relate back to the interviewees in the video. The videos rolled-out to roadshows, in-store and online.
Video 1 - Fixie Culture: In an age where major bicycle companies focus on the latest in high-tech gear, a lot of urban cyclists are embracing the most basic bicycle technology. The fixed-gear bike or "fixie" is growing in popularity among these youngsters, who love the bike's pure lines, low price and street cred. In this video, we visit a rising group of fixed-gear cyclists of Shanghai. And we take a look at a collaboration between Forever and Karl, a renowned bicycle enthusiast in Shanghai, to produce Forever's first fixed-gear bike.
Video 2 - Bicycle is...: We interviewed 4 individuals with different backgrounds who lived in Shanghai to discuss their relationships with bicycles and the urban landscape. In the end, we find that although each person has their unique story, the feeling towards cycling is one and the same.
Video 3 - Forever X Levis: A promotional video shot for Levis's Coummuter Series.