Lapierre

Crafting the “Light the Way” brand campaign 

In 2023, Legendary French bike manufacturer Lapierre launched a new light-assist e-mountain bike, the E-Zesty. 

Working alongside their team, DEPT® created the most successful brand campaign in the brand’s history: “Light the Way.”

Heavy on craft, light on the trail 

Lapierre has been in business for over 75 years, crafting road, mountain, and electric bikes locally in France. 

For their newest product, they launched an e-mountain bike, the E-Zesty. It is manufactured to handle like “a classic mountain bike, with the extra boost of electrical pedal assist whenever you need it.”

The DEPT® team was briefed to create a product campaign and content toolkit that would highlight:

  • The bike’s 2700-gram ultra-light frame
  • The innovative new chassis with the latest technologies
  • The range: the brand new drive unit and battery combined with an optional range extender

From this brief, “Light the Way” was born to communicate what it’s like to pioneer and go beyond the beaten trail. 

Lapierre light the way

The courage it takes to be different and the freedom that comes with it

This core idea led us to partner with Parisian mixed-media artists MANA to create a concept with pure craftsmanship (no AI). This craftsmanship approach allowed us to emphasize that every Lapierre bike is made by hand and designed to be experienced in the wild.

Our heavy mixed-media approach, bringing technical and graphical aspects to the film and campaign, allowed us to showcase the Lapierre E-Zesty’s premium performance and engineering. It is hypermodern and fast-paced, bringing mountain bikes into the future. 

All content was shot in Bárdenas Reales, a semi-desert natural region in southern Spain. We chose this location because of the desert-like environment aligned with the vibrant pistachio-green color of E-Zesty’s frame.

MANA, with their extensive knowledge of handcrafted expressions, handled production and post-production, including directing, editing, animating, photography, and creating mixed-media elements.

Lapierre light the way brand campaign

“Light The Way” achieved 140,000 organic views in two weeks on YouTube, making it Lapierre’s most successful campaign ever. 

Questions?

Creative Director at Brands & Advertising NL

Manuel Di Tolve

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