Time is the most precious resource we have. There’s no way to stop it, save it or make more of it. And it’s never been easier to give it away, without even noticing it. Return To Earth is a timely jab at the first-world condition of the ‘attention economy’, presenting bicycles as the antidote to the age of distraction. The film served as a call to action. The campaign yielded measurable behaviour-changing habits for cyclists globally. Thousands of people opted to make the conscientious choice to actually use time – not just spend it. Because the time to be present is always now.
In the world’s first global Trail Forks virtual challenge, riders across the globe rode for 30 days in a row, creating habit forming behaviour, and an inspiring number of activity statistics.
To create a sense of urgency, Instagram posts were accompanied by a sign that displayed how much time was left in the day.
With targeted banner ads, we created the perception that people’s online behaviour allowed us to find them and serve up personalized ads to save them from spending more time on the internet.
VR stations at events brought people into the present, with a first-hand virtual experience of what it’s like to ride like a pro.
Classic street van design for a modern bike, complete with chunky metal flake detailing.
In bike shops around the globe, these clocks reminded people that the time to return to earth, is perpetually now.
With a simple visual tweak film partners posted “time sensitive content” made to look like Instagram’s native interface “sensitive content” warning. The posts yielded some of the highest engagement from the film campaign.