Stunt Bikes BMX

Whenever agency Roorda together with Ministry of transport asked us to work with all of them on upcoming campaign advertising the use of bike lights with a BMX movie, we raised an eyebrow. There are plenty cool BMX films online, what will make ours so special? Also, just what would the bond be between cool BMX bikers and lifeless cycle lights? But we chose to rise on challenge anyhow.

Tip #1: staying away from ordinary bicycle lights but lighten up their particular bicycle completely with neon beams. Tip number 2: end the film with a stunt no-one, not BMX followers, had previously seen before. Jackie Chan’s popular free-falling slip along the Rotterdam Willemswerf in one of their films was our inspiration with this stunt.

Within two weeks, over 2, 000, 000 Dutchies had heard of movie. The intercontinental BMX scene was even involved and that's an enormous compliment. The film eventually got over 7, 5 million views. In parallel with this specific crazy movie (chance in mere 1 evening) we arranged BMX events in 4 cities showcasing stunts regarding the lighted bikes. The promotion became probably one of the most successful government virals inside Netherlands.