I love working with the guys at Evans Cycles. This is a client who is ambitious, wants to do creative work, sees the proven value of it and is prepared to put their neck out and try new things to elevate their brand. But what I enjoy most about working with them is that we have fun together in the process. This stuff really doesn’t have to feel like work if your heart is in it and you put yourself in the shoes of your audience.
Following the success of our last Evans Cycles campaign – Return to Gold Hill – the pressure was on to come up with a fresh idea that would celebrate 10 years of Evans Cycle’s Ride to Work Scheme by increasing sign-ups for the scheme and revenue for commuter related bikes and products.
Our insight showed us that riding to work really does make a huge difference to your health – particularly the health of your heart. But what do we know about hearts, we’re a bike brand? An obvious partner to explore this area was the British Heart Foundation, so we contacted them and developed a partnership on behalf of Evans Cycles. Now we had the stats, a fantastic charity to support and half of the story – but we needed an idea to bring the messages to life in a way that would resonate with the media and the public.
We love our music at Propellernet and I’ve personally been itching to get back to working in music for a long time having been lucky enough to lead music activations for brands like Smirnoff, Lucozade and Miller Genuine Draft in my previous agency. So, we looked at what a music brief might look like and landed on an idea that would involve taking a sample of data from the heartbeats of commuter cyclists across the UK and using it to inspire and help design an original piece of music. Paul Hartnoll of pioneering electronic band Orbital was the perfect fit, both in terms of his creative flair and high production capability, and his cultural relevance to Evans Cycles’ core 35+ audience. Paul’s surname was coincidental icing on the cake (honest!).
Accessing their open API, we invited Strava users across the country to volunteer their heartbeat data from over 25,000 cycling commutes and then extracted a sample from that to use as Paul’s brief. The resulting Heartwork track was written and produced by Paul and made available as a free download alongside a suggested donation to the British Heart Foundation on the Evans Cycles website. Watch Paul talk about the creative process below.
To bring the message to the fore, we created the strapline and call to action “Ride Your Way to a Healthier Heart” and recruited 3 commuter cyclists to share their stories of how cycling to work really has changed their lives dramatically. The cyclists are featured in a 2-minute film set to the Heartwork track that Paul created. The film was written and co-directed by Propellernet in partnership with the brilliant Foundlight Productions. Watch the film below:
Finally, incorporating the music track and the data into the brief, we commissioned the uber-talented, award-winning visual artist and director Alex Rutterford to create the stunning 3D art that would provide the sleeve artwork for the track. Read Alex’ fascinating creative process here:
As with any creative project, collaboration is key (and in my view the best bit about it). We never white label things at Propellernet because we want the client to see that they are getting the very best experts working on their campaigns. Heartwork was born from the agency but would not have happened without the brilliance of our friends below:
Music by Paul Hartnoll (Orbital) http://www.paulhartnoll.com
Artist Liaison by On the Beach Music http://onthebeachmusic.com
Film Production & Editing by Foundlight http://www.foundlight.co.uk
Arts Consultancy by Simon Vaughan https://www.linkedin.com/in/sivaughan/
Design Production by We Are Midnight https://www.wearemidnight.live
Sleeve art & design by Alex Rutterford http://alexrutterford.com
Mastering by Simon Francis Mastering http://simonfrancismastering.co.uk
Limited edition dub plate vinyl records by Vinyl Carvers http://vinylcarvers.com
Music PR by Zeitgeist http://www.thezeitgeistagency.co.uk/
Visit the campaign hub: http://www.evanscycles.com/heartwork