Diavelo's Electric Hair: A Revolution in Bicycle Advertising

Award-Winning Campaign Breaks Norms, Embraces Simplicity and Emotion

The inspiration behind the "Electric Hair" campaign was simplicity. The creators at Diavelo wanted to deliver a strong message with a simple identification, a stark contrast to the technical-oriented advertising prevalent in the bicycle industry. The campaign features key visuals of people reflecting Diavelo's target groups, creating a strong emotional connection with potential customers.

What sets this campaign apart is its deviation from the industry standard. Instead of action shots of cyclists at various locations, the campaign focuses on people who mirror the target audience. The recurring message, "We are electric - are you?", directly appeals to the brand's identity and engages the audience in a unique way.

The campaign was realized through magazines and billboards, with a standard size of 297 mm x 210 mm. The key visuals were challenging to create, particularly the "electric hair illusions", but the result was a set of striking images that effectively convey the campaign's message.

The campaign has been successful in reaching its desired target group. The research conducted by Diavelo revealed that most marketing campaigns in the industry lacked relevance for the end-consumer. The "Electric Hair" campaign, however, brings the audience into Diavelo's world with a simple, repeatable, and easily recognizable message.

The "Electric Hair" campaign represents a strategic shift in how the bicycle industry approaches advertising. By focusing on simplicity and direct appeal, Diavelo has created a campaign that can be used over time, reinforcing the brand's identity and its commitment to innovation and electric mobility.