“Sheer tights rip, when you least want it.” -Murphy’s law

There’s simply no getting away from it. But how do you show consumers that it doesn’t have to be an arduous process to get it sorted.

We launched #BikeMyTights

Pierre Robert wanted to get more women to try out their tights, to prove that the quality is better than most people think. Even though the product is sold in mundane grocery stores.

So how do we let millennials know about Pierre Robert as well as getting them to try out the quality?
#Bikemytights tailored to an urban weekend behavior, selfies.

Post a selfie of your night whenever your tights rip using the hashtag #Bikemytights to automatically notify our stand-by bike messengers to deliver brand new tights. All the while live-streaming the deliveries throughout the fall weekends.

Role: Creative & Copywriter
Awards: Cannes Lions 2016 Shortlist Use of Media, Golden Hammer 2016 Promo & Activation Gold, Festival of Media Global Awards 2016 Technology Gold, Campaign of the year in Sweden Silver

“Sheer tights rip, when you least want it.” -Murphy’s lawThere’s simply no getting away from it. But how do you show consumers that it doesn’t have to be an arduous process to get it sorted.

We launched #BikeMyTights

Pierre Robert wanted to get more women to try out their tights, to prove that the quality is better than most people think. Even though the product is sold in mundane grocery stores.

“Sheer tights rip, when you least want it.” -Murphy’s law

There’s simply no getting away from it. But how do you show consumers that it doesn’t have to be an arduous process to get it sorted.