Shimano are undoubtedly the leading and largest brand of cycling components in the world. If you’ve ever ridden a bicycle, the chances are very high that Shimano have helped the wheels turn in one way or another. Founded in 1921, they are renowned for innovation and have played a dominant role in developing the global cycling industry into what it is today.
The Challenge
25 years ago, Shimano started a revolution. With the introduction of the M737 clipless pedal and the M100 shoe, cycling performance attained new levels of efficiency and control. The ‘Shimano Pedaling Dynamics’, or SPD system, instantly became a benchmark that other pedal systems are measured against. For the 25th anniversary of the SPD system, Shimano wanted to create a unique new global creative campaign. They wanted to focus on the SPD system, rather than any one particular shoe or pedal with eye-popping creative which would stand out in the crowded cycling market.
The Result
In response to the brief, we created and presented a number of creative concepts, all of which were well received by Shimano’s various global markets. Ultimately, 3 concepts were selected to communicate the 25-year message under the overarching campaign message “Revolutionary since 1990”. The ‘Laurel Wreath’ concept linked the three with an artistic representation of Shimano’s 25 year SPD product line, framing the number ’25’ and resting on a Shimano SPD cleat.
A number of creative concepts were presented, all of which were well received by Shimano’s various global markets. Ultimately, 3 concepts were selected to communicate the 25 year message under the overarching campaign message “Revolutionary Since 1990”.
Reflection
The product-focused ‘Reflection’ concept showcases the original M100 shoe and M737 pedal reflected by the very latest Shimano shoe/pedal technology, highlighting the fact that the SPD system itself has remained essentially unaltered since it’s introduction a quarter of a century ago, making original and contemporary products fully compatible.
Evolution
The ‘Evolution’ concept charts the development of the Shimano’s SPD product range from 1990 to 2015, highlighting key products throughout its 25 year lifespan.
Laurel Wreath
The ‘Laurel Wreath’ concept rounded out the 3 with an artistic representation of Shimano’s 25 year SPD product line, framing the number ’25’ and resting on a Shimano SPD cleat.
Each market was given the choice of running one or all of the concepts, rolled out across print ads, digital banners and in-store point of sale material.
With a clean, minimalist aesthetic and emotive copy the 3 concepts work effectively together, or alone, to celebrate the game-changing technology that is Shimano Pedalling Dynamics.
