Cowboy "Ride on" by We Are Pi

Electronic bike brand Cowboy dramatises a sense of awakening through a cinematic film promoting its new C4 model.

The ad, by Amsterdam-based agency We Are Pi, immerses viewers in a black-and-white world where a woman connects her smartphone to her Cowboy 4 e-bike before gliding through a city that comes to life around her. The effortless ride allows her to tune in to the sights, sounds and rhythms of her urban environment – finally snapping out of the "autopilot" mode that is far too common in modern life. 

The campaign will run across digital, social media and out-of-home platforms in German, Belgium, France, The Netherlands and UK.

Credits

Brand
VP creative director
Director, creative strategy & content
Art director
Communications manager
Creative junior associate
Agency
Chief executive officer
Executive creative directors
Copywriter
Design director
Head of strategy
Strategist
Managing director
Senior account director
Account director
Production director
Senior producer
Business affairs manager
Production company
Photographer

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