The world looks different from the seat of a bike. A rider’s physical view changes, and so does the mindset. This campaign celebrates the transformations that occur when head and heart outlast hills and headwinds.
Materials
photography
print
social
video
Video
Authenticity. It’s the only way we roll at Garmin. We needed rugged, otherworldly locations and real cyclists who could ride from first to last light and never tire of hearing “one more time.” We found both in the far corners of Croatia and Slovenia.
The Road Cyclist
The Gravel Grinder
The Triathlete
Beautiful struggle. It’s an outlook that cyclists embrace like no other athlete. Our print ads had to work hard to balance the athletes’ efforts and mindset shifts with the products that make it possible. Without competing with the awe-inspiring photography. Simple.
Social
Over a 5-day rollout, we flooded our feed with videos, corresponding lifestyle and product-focused images for 5 types of cyclists. All content invited followers of the Garmin cycling channel to #NeverStopCycling.
Photography
As part of a 360 campaign, we captured dramatic images to use across our in-store, print, social and online mediums. Our goal: photos that would make cyclists want to ride there and never, ever stop cycling.
