Approach
Since it was universally accepted that Trek made great, beautiful bikes, Trek wanted to find a creative way to tell the world to go by bike. They came to us to explore TV concepts to be aired during the Tour de France.
Solution
We developed Believe—a concept that told the world how bikes can fit every lifestyle and change the world around us. It would be told from the perspective of proud position and actually told by one of the brand's great champions: Lance Armstrong. This national broadcast spot, along with its companion piece about the world's best bikes, has been instrumental in shifting perceptions.
Results
"We Believe in Bikes" has been one of the most talked about TV spots in the bike industry for several years. It has cemented HDC's relationship with Trek. We continue to provide TV, video and other transformative multimedia projects that change the paradigm for the entire marketplace.