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Absolut and Wysiwyg join their forces again to transfer the brand’s global concept into different local realities.
IN AN ABSOLUT WORLD everything would be perfect. Madrid would have a beach, Malvarrosa’s coastal line would be virgin and in Barcelona… you’d go by bike. Absolut and Wysiwyg join their forces again to transfer the brand’s global concept into different local realities. And this time the chosen city is Barcelona. A smokeless Barcelona, without traffic jams, where bike is the main means of transport.
On the webpage, Barcelona’s citizens can find out if they are ready for this city. Through an interactive game, visitors have to pass an original three-question exam with one single goal: to get their bike driving license, the logical substitute for todays, obsolete driving license.
Would you be able to recognise bike-designed traffic signs? Would your bike always be ready? And when talking about acrobatics on two wheels, would you be up to it? Maybe you think so, but it won’t be so easy. Even less if you consider that the examiner won’t be willing to giving the pass away…
The concept is implemented with a real event, the 1st Barcelona’s Bike Film Festival: a film festival you could only attend if you went by bike. Movies were shown related to the world of bikes, like E.T. or The Goonies. The website reinforced the advertising of the event on internet, and also collected the multimedia material for it.