AXA: The Lock That Should've Been on Your Last Bike

Holland is the country of bikes. Almost everyone has a bike, or had one. Because a lot of bikes get stolen. Last year alone 113.779 bikes got stolen in the Netherlands. That's 311 bikes a day.

That's why AXA introduces a new bicycle lock. The lock has a seamlessly welded construction and it's made out of extra hardened steel, which makes it almost impossible to crack.

TBWANeboko made a poster-campaign out of the remains of broken locks found on the streets of Amsterdam; the only thing left when your bike has been stolen.

Date

Aug 14, 2015

Agency:

TBWANeboko Amsterdam

Art Director:

Rogier Verbeek

Client:

AXA

Copywriter:

Matthijs Schoo

Illustrator:

Reza Harek

Photographer:

Paul Theunis