Telling the world why cycling is ‘quietly brilliant’ | HTC

The challenge
HTC sponsor the Columbia cycling team. They needed a short animation to show on their sponsorship website during the Tour de France – an animation that would tell the world why they sponsor the team and why cycling is ‘quietly brilliant’.

The film had to be relevant to anyone who looked at the page – wherever they were from, and whether or not they supported the Columbia cycling team.

The thinking
Using HTC’s signature doodle style, we created a film that celebrates all the little things that make cycling brilliant. Why struggle to get a seat on the bus when you can sit on your bike every morning? Why worry about traffic wardens when you can park your bike wherever you like?

The result is a fun, clever animation that appeals to both casual cyclists and professionals.

The outcome
HTC featured the film on their sponsorship page throughout the Tour de France. But they’ve also shown it at other events since then – including at the 2011 Mobile World Congress.

www.htc.com