cykelkraft - cykelminnet

An initiative to increase Sweden’s pedaling again.

Cykelminnet — "The Bike Memory". An initiative for Cykelkraft, in collaboration with The Swedish Brain Foundation (Hjärnfonden). Launched to help people find, or reinvigorate the joy of riding bicycles and the health benefits that comes with it. And to hopefully create new fantastic bike memories in the future.

EMOTIONS vs DATA.

Cykelkraft have done an amazing job with DATA driven sales tactics over the years, but when it comes to emotional values, and brand building, they haven’t been as active. Most of their real brand activities have been done in-store or via their customer support.

This initiative was a first venture into talking about something else than price, product or value for money. We wanted to talk about, and show the activity of riding bicycles and the stories and memories that we all share around the topic.

The Rally.

To persuade politicians in a real way. One that goes beyond collecting names on paper, we decided to gather dogs and people outside the Swedish parliament to make one final push to give cats the rights they deserve.

DAGENS NYHETER Article about the rally and the initiative: https://www.dn.se/sverige/har-demonstrerar-hundar-for-att-ge-katter-hogre-status/