When Danish bike design brand Biomega fancied a new commercial for two of their new bicycle models it was natural to get Cycle Chic/Copenhagenize to do the concept and film production.
The result is not only a bicycle commercial but also a campaign for Slow Life, urban mobility and liveable cities. Biomega’s bicycles are more than just urban transport. They are already design icons featured in museums around the world. The two models in the commercial/music video are the Amsterdam and the Pico. The latter being a part of the new series produced by Biomega for Puma.
The Amsterdam model is classic elegance combined with modern improvements, such as the shaft drive (begone bicycle chain!) whilst the Pico is a riot of colour and urban funk with a brilliant basket integrated into the handlebars. Both bicycles feature that timeless cultural icon The Cycling Girl in the form of two Copenhageners.
Since I founded Cycle Chic back in 2006 it has been fantastic to watch this gradual change in how we’re marketing bicycles and, indirectly, urban mobility and liveable cities. This Biomega commercial is a prime example of how we’re returning to marketing bicycles like we used to over 100 years ago. Selling them to Citizen Cyclists, selling them to the mainstream market and not the sub-cultures and selling them positively and confidently.
Like the Cycle Chic motto says, Style Over Speed.
And Slow Life Over Haste.
