Evans Cycles - This is Not a Bike

Evans Cycles came up with a lovely idea - bring in your old bike and get a discount for a new one.

While looking for an insight, we noticed that old rusty bikes often serve some unexpected purpose - think a coat hanger or a dust collector. We took this further and created identities for these bikes. Then we commissioned photographer Spencer Murphy, the winner of the Taylor Wessing Photographic Prize, to take portrait shots of these old dwellers. We turned this into a traditional campaign.

‘This is Not a Bike’ campaign won the Retail WeekEnterprise Award 2013, and brought the biggest sales to date in Evans Cycles history.