Of asphalt cowboys and wild e-bikes
On behalf of the BFU, Crbasel has created an awareness campaign designed to highlight the dangers of e-biking.
The number of e-bikes is continuously increasing. Many underestimate the latent accident risks of e-biking. The BFU - Swiss Council for Accident Prevention wants to point out the dangers and sensitize e-bike riders with a campaign. Crbasel created an advertising idea for the BFU that communicates the "horsepower" of e-bikes in a very unusual way. F4 billboards on the street, ads in trade publications, and a social media video show a swashbuckling cowboy struggling with an e-bike gone wild. (E-bike.bfu.ch)
The BFU has been committed to the safety of e-bike riding for years. After all, e-bikes make it possible to reach high speeds with little effort. This leads to a longer stopping distance. Not only the riders underestimate this, but also the other road users.
Responsible at BFU: Peter Matthys (Head of Campaigns/Marketing), Franziska Leemann, (Marketing Manager). Responsible at Crbasel: Gabriel Heuberger (CD), Judith Mann (text), Daniel Roth (graphics), Thomas Fux, Joëlle New (consulting). Film production: Maybaum, Laurent Ulrich and Michel Frutig. Photo: figurative.ch, Andrea Campiche.
