We decided to create an entertaining video with viral possibilities to deliver the standard message more effectively.

We places bait bikes in 3 european capitals and filmed attempts to steal them with hidden camera.

To make it more relevant and engaging we edited the videos to the format of live sports, including effective elements of a reality show.

Placing capitals in the competition against each other amplified the organic and earned media reach by exploiting national identities and cultural pride of target group.

For the locations of the stunt we chose cities with active cycling communities and significant problems with bicycle theft.