Leaders of the road and mountain bike world, Shimano approached Brandwave to produce a creative campaign for their R321B shoe. The R321B was due to be released prior to the 2015 Tour De France. To generate promotional momentum, Shimano organised a TdF competition; getting you – closer to the action.

We produced bold, bright & engaging content for this campaign.

The Challenge

Shimano requested that we produce both the promotional messaging and a creative concept for this international campaign.

After a successful internal creative meeting, we finally arrived at the strapline “Engineered for the Elite, Available to the Few”, generating a sense of exclusivity, both for the athletes wearing the footwear and for the winners of the competition.

The Result

We produced bold and colourful creative for this campaign, confidently using negative space to emphasise striking product photography. The artwork was designed to grab your attention and stand out against competitive content. 

The designs were implemented in both print and digital formats; from A2 posters used at promotional events, to a variety of web banners integrated into both Shimano’s website and third party sites.

“It was a great pleasure to work with Brandwave again on the campaign for our limited edition of the SH-R321. With “Engineered for the Elite, Available to the Few” Brandwave created a strong and recognisable campaign, which successfully met the brief. Thank you Brandwave for great work as always!”

Marketing Coordinator | Shimano