From a behavioral point of view, we didn’t want to put too much focus on SHIMANO STEPS’ superior technical specifications. Bearing in mind that fluent innovation draws on 20% new and 80% familiarity, we wanted to remind the world of the pleasure of riding a bike without the drawbacks that are sometimes associated with it. SHIMANO STEPS has the potential to transform frustrating moments into moments of pure joy. Stuck in traffic on the way to work? Make the switch to SHIMANO STEPS and enjoy the freedom of getting anywhere without effort or delay.
With photoshoots in the Ardennes, Brighton and Amsterdam we created three categories. An adventure mode for anyone who wants a little help to enjoy the outdoors. A freedom mode for anyone who wants to escape traffic. And an unwind mode for anyone who wants to enjoy hassle-free bike rides with a permanent tailwind. Combined they kick-start the consumers’ imagination to Make the Switch to SHIMANO STEPS.
Behind the scenes
