Dutch bicycle brand Lekker launches an attractive and tasty new print campaign via The Reactor
Dutch bicycle brand, Lekker has launched a tasty new print campaign for people who ride bikes attractive via Melbourne advertising agency, The Reactor.
The campaign seeks Lekker’s new series Jordaan model bikes, available in colors that also promote good flavors, licorice, mint and blue heaven.
Says Nick Brown, creative director, The Reactor: “Lekker is Dutch for tasty. And the nature of the Vintage bicycles to send helped to thinking on the overall look and feel. Tintin Hedberg CI Melbourne is the essence of what we were after beautifully captured.”
To add extra ‘Dutchness’ working copy was translated into Dutch and then 
translated back into English to help give it an ‘English as a second language’ feeling.
Client: Lekker Bicycles
Agency: TheReactor
Production: Ci Studios
Creative Director: Nick Brown
Art Director: Nick Brown
Copywriter: Chris Taylor
Copywriter: Angus Smallwood
Photographer: Tintin Hedberg
Producer: Monica Clapcott
Retoucher: Jason Ridell
Photo Assistant: Olivia Tran
Digital Operator: Daniel Herrmann
DOP: James Morgan
Editor: Jasmin Gross
Hair&Makeup: Erin O’brien
Hair&Makeup Assistant: Sarah Powell
Stylist: Ryan Brown
Food Stylist: Ali Nardi
Food Stylist Assistant: Marie Eon
Illustrator: Michell Gaudion
12 Comments
Love it! Love it! Love it!
Meta.
Great Work, Looks amazing and love the broken english copy.
ya, the campaign ist Lekker!
The licorice one looks like she’s eating handle bar grip tape.
fail. they may or may not be lekker bikes. hard to tell when the actual bikes featured (?) are so small they may as well be riding off into obscurity.
Super slick. Love that the women are the heroes.
so good! love the look, love the style, love that the message is hero as all bikes these days look the same. well done. looking forward to pink sherbet!
I think they’re shit. Shallow, zero idea and plain wallpaper. Just my opinion.
Plain wallpaper? It’s at the very least colourful wallpaper.
Average idea, great photography, nice crafting, nice copy – but why run the same bit of copy on all three – missed opportunity to have a bit of fun.
For a brand I’ve actually never heard of I think it’s a good attempt at a campaign that will stand out in cycling publications, stores, etc. Anything that doesn’t show middle aged men in tight lycra has got my vote.