Brompton has celebrated the ‘magical engineering’ behind its iconic folding bike, with its first global brand campaign, ‘ab ra ca dab ra’.
The campaign, created in partnership with ScienceMagic following its appointment as the brand’s lead global strategic and creative agency earlier this year, sees a bike unfold in five moves to reflect the five-syllable phrase.
It honours the brand’s founder, Andrew Ritchie, whose original concept was to design a ‘magic carpet’ that would make travelling across London easier.
The agency is aiming to drive growth and brand awareness, inspiring more people to get on a bike.
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“The magic of this campaign is it’s rooted in our founder, Andrew Ritchie’s original idea behind the Brompton; to make a bike that you could fold up and almost put in your pocket, like a magic carpet for the city”, said Brompton global brand director, Shelly Pearce.
“‘ab ra ca dab ra’ brings this to life while putting our product front and centre but with an added layer of warmth and humanity.”
ScienceMagic chief magic officer, Gabriela Scardaccione, commented: “Partnering with Brompton has enabled us to put into practice something we truly believe: the power of people contributing to an idea together.”
Havas Media head of ecommerce, Pedro Ramos, added “The best part was interacting with the factory workers and learning about the unique features that each bike has, which allowed us to truly understand the world of Brompton to inform our media strategy”.
