Small bike, big cinema
Santa Cruz Bicycles has launched the new 5010 model. Unfortunately, the large-scale campaign that had originally been planned never materialized due to COVID-19. However, the workaround that resulted is much better anyway.
The agency Cut Media from Glasgow would have wanted to stir with the big ladle: A trip through Greece with the top Santa Cruz athletes maneuvering the new bike through spectacular landscapes. Nothing came of it, Corona crippled everything there was to cripple. Cut Media made a virtue of necessity and let the creative Jonny Ashworth make men's dreams come true in his own backyard. A small bike in a big way.
On YouTube, almost 100,000 people have already watched the clip after less than a day - and they're thrilled. Understandable.
