Life Transforms In Beautiful Film For New Cowboy E-bike
Launch of Cowboy’s new e-bike, Cowboy 4, celebrated by ‘Ride On’ campaign. Created by WE ARE Pi, the film captures how the effortless riding experience allows you to snap out of autopilot and tune into the world around you.
The hero film opens with a woman connecting her smart phone to her Cowboy 4 (C4) e-bike before gliding through a city that comes to life around her. The effortless nature of riding the C4 allows her to truly appreciate the sights, sounds and feel of the city. Cycling becomes a sensory experience – you’re truly present, at one with the flow and rhythm of your environment.
To bring the film to life, WE ARE Pi worked with production company CZAR, collaborating on photography with London-based photographer Jack Davison. The aim was to show how transformative an e-bike riding experience can be when every element of the design is crafted to limit distractions, allowing you to ‘tune in and ride on’.
With its intuitive design and user experience, the C4 boasts a number of category-leading features, including the ‘smart-companion’ cockpit for phones, a removable battery, gear-less pedal assistance and theft protection. It also comes in a range of three colours and in both a step-through and sports model. Officially released on 7th May 2021.
“In the fast pace of modern living, we often find ourselves operating on autopilot”, WE ARE Pi founder and ECD, Barney Hobson, says. “The pandemic took that feeling and amplified it tenfold. People are craving more ways to snap out of autopilot and tune in to their surroundings, and that’s exactly what the Cowboy 4 ride delivers.”
WE ARE Pi Design Director, Seth Josephs adds, ‘We wanted to blend the technology with something more human. We created a cinematic black & white world to dramatise a sense of awakening. The feeling of ‘tuning in’ is captured by the soundtrack, a piano version of the iconic Pixies track ‘Where is my mind?’.
The Cowboy 4 Ride On launch campaign will run across digital, social and OOH platforms across Germany, Belgium, France, The Netherlands and the United Kingdom from May - August 2021.
The Cowboy C4 bikes are available now at cowboy.com
CEO, Adrien Roose
CMO, Benoit Simmeray
VP Creative Director, Marsha Meredith
Director, Creative Strategy & Content, Cort Cunningham
Art Director, Camille Legrand
Communications Manager, Maxime Van Santen
Creative Junior Associate, Juliet Cass
Agency, WE ARE Pi
Chief Executive Officer, Alex Bennett-Grant
Executive Creative Director, Barney Hobson
Executive Creative Director, Rick Chant
Copywriter, Kyle Foreman
Design director, Seth Josephs
Head of Strategy, Mark Lester
Strategist, Paris Bethel
Managing Director, Patrick Garvey
Senior Account Director, Dave Matthews
Account Director, Daniel Padwick
Production Director, Kim Buttery
Senior Producer, Ekaterina Golovkina
Business Affairs Manager, Emilie Douque
Production, Company Czar
Photographer, Jack Davison
Edit, Brian Ent Kapsalon
Grade, VFX & Finishing , Lauren Orij Crab Salad
Music Supervision, Steph Grace-Summers FRIDAY
Sound Design, Michael Sauvag, Sauvage Sound
E-bikes sales in Europe are predicted to grow from 3.7 million in 2019 to 17 million in 2030, with 10 million e-bikes sold per year as early as 2024. Source: Joint report from : Three groups are industry-supported lobbyist Cycling Industries Europe (CIE), industry association CONEBI, and user group organization European Cyclists’ Federation (ECF). https://www.forbes.com/sites/carltonreid/2020/12/02/e-bike-sales-to-grow-from-37-million-to-17-million-per-year-by-2030-forecast-industry-experts/?sh=79ebad592876
The global electric bike market was valued at $40,312 million in 2019, and is projected to reach $118,657 million by 2030, registering a CAGR of 10.5% from 2020 to 2030. Source: Feb 2021 https://www.alliedmarketresearch.com/electric-bikes-market
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About WE ARE Pi
We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Amazon, Nike, IDFA, Heineken, Intersport, Pepsico and Patagonia. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.
We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of Black Strat, Plus Plus One and Creative Jam Session.