We’ve all seen it before: the exercise bike, purchased in times of zealous can-do enthusiasm, lying dormant and serving as a clothes hanger when the well of enthusiasm has dried up. Ultimately, these bicycles serve as symbols of our increasingly dormant society, where kids and teenagers spend the whole day stuck on the couch in front of the TV or playing video games. The project “Freedom for Stationary Bikes” (#bikeNescau) uses bikes to show, in practice, Nescau’s new brand concept: “The energy to make history out of the everyday.” Exercise bikes were freed from their inertia and transformed into regular models. The first ones have already been given names: Anacletta, Palitta, and Bigotte. The bicycles retain their original structure, but are completely usable and street-ready, a testament to the importance of activity.
Chief Creative Officer: Ricardo John
Head of Art: Fábio Simões
Creative Directors: Hernán Rebaldería, Santiago Dulce
Copywriters: Erick Mendonça, Fernando Duarte
Art Directors: Robison Mattei, Pedro Hefs
Account: Wilson Negrini, Renata Buess, Marcelo Spina
Project Manager: Patrícia Waissmann
Producer: Suelen Mariano
RTV: Marcia Lacaze, Fafá Oliveira
Graphic Producer: Flávio Schaefer, Flávio Colella
Production Company: Hungry Man
Sound Production: Timbre
Photographer: Régis Fernandez
Bike Producers: Israel Nicolau, Mauricio Bevilacqua