To promote B-Bicycle Culture magazine and the discussion around mobility we challenged the client to set the example by building a bicycle from the scrap of a car. This bicycle had the mission to make up for the kms it ran in its previous life as a car.

It all started at a launch event with journalists and target audience on bicycle culture spot and from them it would continue its mission on media and other bicycle culture spots and events, where everyone can ride Carma.

We’ve created a stunt in which we would a bicycle made form car parts – Carma - touring around the country’s main bicycle culture spots and shops. Something that would gather the entire bicycle community and attract new riders. We’ve explored this concept with other special pieces. A line of cycling accessories, a collection of posters printed with used oil from a junkyard car, a short film inspired on Carma and a typography available for free download.

B – Bicycle culture used it’s social media reach and its magazine to reach current readers. Bicycle blogs spread the word. The partners that would have the bicycle on their shops also spread the idea. Traditional media would also make the Tour reach the entire country. Everything combined to invite as many people as possible to ride Carma.

It got and still gets lots of media coverage on national media (TV and press) and lots of buzz on the internet. B’s Facebook page got the fastest increase ever in fans, achieving a quick 25% after the launch of the first video of Carma. Hundreds of people have ridden Carma and we got several request from local and national businesses and organizations related to bicycles, health and sports, to have the bicycle with them for a while.