This Bike Maker Wants Videos of the Parts of Cities You Can Explore Only on Two Wheels

Rack up the Likes, grab Guy Ritchie's attention

Headshot of Angela Natividad

Foldable bike brand Brompton Bikes has launched #MyUnseenCity, a worldwide effort to commission videos exploring the hidden parts of people's cities. Created for the launch of its limited-edition Brompton Black Edition, of which only 5,000 will be made, the competition draws inspiration from moments you can experience only on the seat of a two-wheeler. 

With help from Oldie, agency Corke Wallis launched a two-minute video to inspire users. In it, bikers unfold their Bromptons and ride the town, their spokes and reflective gear lit by the moon and the city. Together they traverse subway stations, open fields, abandoned buildings and canals (because their bikes, when folded, fit nicely in little boats).

Submitted videos can last up to 15 seconds and can be posted on Instagram using the hashtag #MyUnseenCity. The 10 most-liked ones will be presented to a panel of judges, which include Guy Ritchie (best known for Lock, Stock and Two Smoking Barrels, some cool ads for Nike and H&M, and his marriage to Madonna), producer Lionel Wigram (Harry Potter, Sherlock Holmes), Warner Brothers U.K. chief Josh Berger and Brompton Bikes CEO Will Butler-Adams.

The winner gets a weekend in London, entry into the Brompton World Championships (July 2016) and a Black Edition bike—which two runners-up will also receive, and that's probably motivation enough. We'd be hard-pressed to say this work is targeted to us, but it did leave us with a wanderlusty thirst for some night riding and city secrets. 

One of the best things about living in a city is how often it changes underneath you, and how much of it is accessible only to those willing to explore its narrow sidestreets. That's plenty of fuel for unlocking creative juju. And if successful, the campaign could yield footage worthy of GoPro-level marketing: crowdsourced, inspired and total share-bait.

Learn more about the promotion on Brompton's website.

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: November 23, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT