E-bike brand Lapierre unveils striking campaign for new E-Zesty
French bike manufacturer Lapierre (part of Accell Group) is launching its new Euro brand campaign ‘Light the way’, across Europe, to present its new light assist e-mountain bike E-Zesty. Pushing the concept of breaking with the status quo in a category that Lapierre pioneered, the campaign was created with longstanding agency partner DEPT®.
To bring to life the idea of disruption, DEPT® teamed up with Parisian mixed media artists MANA. Nathan Almera and Antoine Moirin, the artists and directors behind MANA, used sketches of the bike’s frame, annotations, and outlines on a topographical map, to bring to life the idea of craftsmanship. The use of mixed media allowed to put emphasis on the performance and engineering of the Lapierre E-Zesty: all titles and other visual attributes were cut, pasted, calligraphed and torn by hand, and were then layered on top of the striking shots of the E-Zesty in its element, the mountains.
Manuel Di Tolve, DEPT®’s creative director, said, “We poured our craftsmanship into every detail, combining technical prowess with handcrafted expressions to showcase the innovative spirit of the Lapierre E-Zesty and the exhilarating journey it offers.”
“The use of mixed media allowed us to highlight the performance and engineering of the Lapierre E-Zesty, bringing in both technical and graphical aspects to the campaign”, added Nathan Almera and Antoine Moirin, MANA.
‘Light the Way’ emphasises the E-Zesty its impressively lightweight frame, the innovative new chassis featuring cutting-edge technologies, and the new drive unit and battery extended range. The campaign is now live across multiple markets in Europe and the U.K. through social channels and POS merchandising.
Creative Director at Brands & Advertising NL