{"id":4251812,"date":"2024-06-14T21:48:19","date_gmt":"2024-06-14T19:48:19","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/crafting-the-light-the-way-brand-campaign\/"},"modified":"2025-11-27T14:06:53","modified_gmt":"2025-11-27T12:06:53","slug":"crafting-the-light-the-way-brand-campaign","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/crafting-the-light-the-way-brand-campaign\/","title":{"rendered":"Crafting the \u201cLight the Way\u201d brand campaign\u00a0"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Lapierre<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Crafting the \u201cLight the Way\u201d brand campaign\u00a0<\/p><\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >In 2023, Legendary French bike manufacturer Lapierre launched a new light-assist e-mountain bike, the E-Zesty.\u00a0<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Working alongside their team, DEPT\u00ae created the most successful <a href=\"https:\/\/www.deptagency.com\/solutions\/brand-media\" target=\"_blank\" rel=\"noreferrer noopener\">brand campaign<\/a> in the brand\u2019s history: \u201cLight the Way.\u201d<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"845921041\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Heavy on craft, light on the trail\u00a0<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Lapierre has been in business for over 75 years, crafting road, mountain, and electric bikes locally in France.\u00a0<br><br>For their newest product, they launched an e-mountain bike, the E-Zesty. It is manufactured to handle like \u201ca classic mountain bike, with the extra boost of electrical pedal assist whenever you need it.\u201d<br><br>The DEPT\u00ae team was briefed to create a product campaign and content toolkit that would highlight:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>The bike\u2019s 2700-gram ultra-light frame<\/li><li>The innovative new chassis with the latest technologies<\/li><li>The range: the brand new drive unit and battery combined with an optional range extender<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>From this brief, \u201cLight the Way\u201d was born to communicate what it\u2019s like to pioneer and go beyond the beaten trail.\u00a0<\/p>\n<\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative.jpg\"\n\t\t\t\t\talt=\"Lapierre light the way\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The courage it takes to be different and the freedom that comes with it<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>This core idea led us to partner with Parisian mixed-media artists <a href=\"https:\/\/www.instagram.com\/mana.img\/\">MANA<\/a> 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.<br><br>Our heavy mixed-media approach, bringing technical and graphical aspects to the film and campaign, allowed us to showcase the Lapierre E-Zesty&#8217;s premium performance and engineering. It is hypermodern and fast-paced, bringing mountain bikes into the future.\u00a0<br><br>All content was shot in B\u00e1rdenas 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\u2019s frame.<br><br>MANA, with their extensive knowledge of handcrafted expressions, handled production and post-production, including directing, editing, animating, photography, and creating mixed-media elements.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg\"\n\t\t\t\t\talt=\"Lapierre light the way brand campaign\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >\u201cLight The Way\u201d achieved 140,000 organic views in two weeks on YouTube, making it Lapierre&#8217;s most successful campaign ever.\u00a0<\/p>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":46,"featured_media":4251813,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#000000","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[40038],"case-category":[42386],"award":[],"case-industry":[42388],"person":[41220],"class_list":["post-4251812","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Crafting the \u201cLight the Way\u201d brand campaign\u00a0 - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Working alongside their team, DEPT\u00ae created a brand campaign, \u2018Light the Way,\u2019 which was the most successful campaign in the brand\u2019s history.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Crafting the \u201cLight the Way\u201d brand campaign\u00a0 - DEPT\u00ae\" \/>\n<meta property=\"og:description\" content=\"Working alongside their team, DEPT\u00ae created a brand campaign, \u2018Light the Way,\u2019 which was the most successful campaign in the brand\u2019s history.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"DEPT\u00ae\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-27T12:06:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1-1024x559.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/\",\"url\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/\",\"name\":\"Crafting the \u201cLight the Way\u201d brand campaign\u00a0 - DEPT\u00ae\",\"isPartOf\":{\"@id\":\"https:\/\/www.deptagency.com\/en-uki\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg\",\"datePublished\":\"2024-06-14T19:48:19+00:00\",\"dateModified\":\"2025-11-27T12:06:53+00:00\",\"description\":\"Working alongside their team, DEPT\u00ae created a brand campaign, \u2018Light the Way,\u2019 which was the most successful campaign in the brand\u2019s history.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#breadcrumb\"},\"inLanguage\":\"en-NL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-NL\",\"@id\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#primaryimage\",\"url\":\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg\",\"contentUrl\":\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg\",\"width\":2200,\"height\":1200},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.deptagency.com\/en-nl\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Crafting the \u201cLight the Way\u201d brand campaign\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.deptagency.com\/en-uki\/#website\",\"url\":\"https:\/\/www.deptagency.com\/en-uki\/\",\"name\":\"DEPT\u00ae\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.deptagency.com\/en-uki\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-NL\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Crafting the \u201cLight the Way\u201d brand campaign\u00a0 - DEPT\u00ae","description":"Working alongside their team, DEPT\u00ae created a brand campaign, \u2018Light the Way,\u2019 which was the most successful campaign in the brand\u2019s history.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Crafting the \u201cLight the Way\u201d brand campaign\u00a0 - DEPT\u00ae","og_description":"Working alongside their team, DEPT\u00ae created a brand campaign, \u2018Light the Way,\u2019 which was the most successful campaign in the brand\u2019s history.","og_url":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/","og_site_name":"DEPT\u00ae","article_modified_time":"2025-11-27T12:06:53+00:00","og_image":[{"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1-1024x559.jpg","type":"","width":"","height":""}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/","url":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/","name":"Crafting the \u201cLight the Way\u201d brand campaign\u00a0 - DEPT\u00ae","isPartOf":{"@id":"https:\/\/www.deptagency.com\/en-uki\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#primaryimage"},"image":{"@id":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg","datePublished":"2024-06-14T19:48:19+00:00","dateModified":"2025-11-27T12:06:53+00:00","description":"Working alongside their team, DEPT\u00ae created a brand campaign, \u2018Light the Way,\u2019 which was the most successful campaign in the brand\u2019s history.","breadcrumb":{"@id":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#breadcrumb"},"inLanguage":"en-NL","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/"]}]},{"@type":"ImageObject","inLanguage":"en-NL","@id":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#primaryimage","url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg","contentUrl":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg","width":2200,"height":1200},{"@type":"BreadcrumbList","@id":"https:\/\/www.deptagency.com\/case\/light-the-way-brand-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.deptagency.com\/en-nl\/"},{"@type":"ListItem","position":2,"name":"Crafting the \u201cLight the Way\u201d brand campaign\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/www.deptagency.com\/en-uki\/#website","url":"https:\/\/www.deptagency.com\/en-uki\/","name":"DEPT\u00ae","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.deptagency.com\/en-uki\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-NL"}]}},"listingData":{"imageUrl":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/lapierre-light-the-way-creative-1.jpg","imageAlt":"","caseVideo":{"type":"local"},"url":"https:\/\/www.deptagency.com\/en-nl\/case\/crafting-the-light-the-way-brand-campaign\/","hoverColor":"#000000","hoverText":"Crafting the \u201cLight the Way\u201d brand campaign\u00a0","label":"Lapierre","tags":["Brand &amp; Media","Retail &amp; Commerce"]},"_links":{"self":[{"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/case\/4251812","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/case"}],"about":[{"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/types\/case"}],"author":[{"embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/users\/46"}],"version-history":[{"count":2,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/case\/4251812\/revisions"}],"predecessor-version":[{"id":4388786,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/case\/4251812\/revisions\/4388786"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/media\/4251813"}],"wp:attachment":[{"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/media?parent=4251812"}],"wp:term":[{"taxonomy":"client","embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/client?post=4251812"},{"taxonomy":"case-category","embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/case-category?post=4251812"},{"taxonomy":"award","embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/award?post=4251812"},{"taxonomy":"case-industry","embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/case-industry?post=4251812"},{"taxonomy":"person","embeddable":true,"href":"https:\/\/www.deptagency.com\/en-nl\/wp-json\/wp\/v2\/person?post=4251812"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}