Pegas 2014 collection was created especially to communicate the new positioning of the brand, Pegas – The Urban Bicycle. In the newly launched campaign, Pegas consolidates its positioning, continuing the story of the urban colors.
This time, the fans of bicycles are invited to fight the “grey towns” cliche and find the most interesting urban colors to paint Pegas’ 2015 collection.
Using the “Urban Color” app, the fans are making photos with places in their towns, select the favorite colors and give them names. The photos enter in a gallery, together with their simulation on Pegas bicycles. The most interesting colors will be used by Pegas for 2015 collection and 5 bicycles will be won by those who proposed the custom colors.
The rules are simple: photos must be in urban areas and to belong to those who entered them, the chosen color must be defined with an inspired name and must fit a Pegas frame. The winners will be announced on November 15th.
Urban Color app helps people to immortalize unique moments in urban areas and mediate an intercultural dialogue between urban communities in different towns. Behind the curtain of grey buildings in Romania, beautiful scenery is hiding and, many times,unknown even to the inhabitants of the city. We want to challenge those who enter the competition to discover and offer their version over the color that defines the best the town or neighborhod they live in
General Manager – Atelierele Pegas
Urban Color is the first app made for Pegas, which we will update periodically – to let the bikers get involved in creating Pegas collections or to customize directly from mobile the bicycles they want
Group Creative Director – Publicis Romania
Besides the communication objectives on Pegas 2015 collection, we want to bring this legendary Romanian brand in a live dialogue with people and the town, under the sign of optimism, of originality, authenticity and sometimes unseen beauty from the urban areas (…)
Chief Creative Director – Publicis Romania
The campaign is supported by Adrian Despot (Vita de Vie), Ana Morodan (fashion blogger), Iulian Tanase (poet and journalist), Gojira (DJ, producer), Adina Grapa (fashion designer), Julien Britnic (designer), Alex Cotet (actor Sector 7), Stefan Matei (Les Elephants Bizarres).
The agency and client teams involved in the campaign are:
- Publicis Romania: Jorg Riommi (Chief Creative Officer), Dan Frinculescu (Group Creative Director), Adrian Iota (Art Director), Mihai Costache (Copywriter), Ciprian Frunzeanu (Digital Art Director), Miruna Macri (Jr. Art Director), Raluca Iacob (Head of Strategy), Elis Iaia (Senior Digital Planner), Carina Toma (Digital Planner), Florentina Dinu (Jr. Digital Planner), Alexandra Murray (Client Service Director), Ada Iftodi (Account Executive), Alina Tanase (Digital Account Manager), Mina Ionescu (Digital Account Executive), Constantin Bunica (Web Developer), Tiberiu Bucovei (Project Manager), Calin Buzea (Head of Digital).
- Atelierele Pegas: Andrei Botescu (General Manager), Alexandru Manda (Marketing Manager), Ciprian Frunzeanu (Designer), Adrian Teasa (Coordonator tehnic).
- App: Adonissoft
- Video by Kinetic Creative Studio: Director / Editing – Andrei Gheorghe, DOP – Boroka Biro, Andrei Gheorghe, Colorizare & Graphics – Florin Babei, Sound Engineer – Adrian Chibulcutean, Additional Footage – Florin Babei, Alex Popescu (Cretu),
- Music: Golan Sound.