The Client

The Italian based bike shoe and apparel brand, Northwave, stands for stylish and iconic innovation. In the past the brand has been recognized for its iconic and unique character, using colour as a key feature in brand differentiation. From the mid 90’s up to late 00’s Northwave created daring advertising, producing impactful advertising campaigns that even today, after many years, are remembered.

The Challenge

Northwave just launched their new top of the range road shoe Extreme RR that eliminates the pressure points issue with their revolutionary XFrame® patented technology. The combination of snug fit, ultra-soft materials, exclusive SLW2 dial, stiffest possible sole and a weight of 220g makes the Extreme RR an Industry leader in relation to technology. The look and feel of the RR follows Northwave’s philosophy in design: less is more.

Northwave approached Brandwave to develop a creative campaign that enhances the perception of Northwave as a high-end brand whilst engaging road bike enthusiasts to try the shoe with a focus on the elimination of the pressure points. The deliverables were predominantly to be used across digital channels with tailored animated banners for the main digital publications.

The Result

With the combined experience and knowledge from our in-house bike specialists in the UK and DE offices, Brandwave developed the strap line ‘Zero Pressure’ further with the ‘Feel Nothing’ messaging. This was achieved by combining an X-Ray animation with a real image from our studio photo shoot. This gave the unique opportunity to look through the Extreme RR shoe, wrapped only by the XFrame straps to showcase a comfortable fit without any pressure points on the feet. As the SLW2 dial is exclusively used by Northwave, Brandwave incorporated the dial creatively in the strap line ‘Zero Pressure’ using the cables of the XFrame technology.

“Working with Brandwave has been a journey into creativity and strategic execution channelled into a stunning concept. It’s never easy to match product technicality with an out of the box attitude, but the Brandwave team never surrendered to the challenge and came out with strong proposals perfectly on target with our brief.
We knew from the beginning that we were in good hands.”

Mauro Baldini