Cycle & Win – Bulletproof Work

Creative collaboration

The Nationwide Movement Campaign

Introducing the Cycle & Win campaign, a creative collaboration between Brown’s Pharma and Bulletproof Culture, with the core goal of incentivising movement.

The campaign saw 11 stationery bikes being set up in 11 Brown’s pharmacies over the duration of a month, with members of the public being invited to jump on the bikes and burn calories, with one common goal in mind: If we collectively burn 500,000 calories, Brown’s and Bulletproof will open up a Public Outdoor Gym.

To kick off the campaign, we held a launch event in Malta’s Capital City. The campaign ended off with a community pop-up activation in Sliema, Malta’s busiest and most commercialised city.

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Client
Brown's Pharma x Bulletproof Culture
Date
2022
Services
Campaign Planning & Management, Branding & Design, Influencer Scouting & Management, Event Planning, Filming & Editing

Introducing the concept

The Launch Campaign

Introducing a campaign like this was not a joke. This was a fully fledged campaign aimed at targetting the nation as a whole, and to accomplish this, we made use of some of the largest local Influencers in the visuals, with content rolling out on all social media platforms and also running as adverts on National Television, and print artwork being installed in all the outlets.

In order to make the concept of movement fun, we “gamified” the campaign, using a retro 80s feel, and making the act of burning calories feel like an arcade game.

the importance of physical

Events bringing the concept to life.

In order to turn this into a fully fledged community campaign, we took the movement to the people, having our 11 stationery bikes set up in Valletta for the launch of the campaign, and closing off the month long campaign with a community cycle sesh in Sliema.

Rewarding the hard work

The End Goal: The Outdoor Gym

As an incentive for this campaign, we set up an end goal – if the community collectively burns 500,000 calories, Browns and Bulletproof will open a Public Outdoor Gym.

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The Nationwide Movement Campaign

Client

Date

Services

The Launch Campaign

Events bringing the concept to life.

The End Goal: The Outdoor Gym

CSSE Games

Summer Sunset Fitness Festival

Contact

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