KNAAP, renowned for its distinctive fatbikes featuring massive tires, is stepping into the limelight with a unique and quirky approach. Teaming up with the creative minds at Lemon Scented Tea, they are introducing two new models in a way that captures attention—by presenting them as the enigmatic villains of the bike path.
The prevailing sentiment around fatbikes often leans towards skepticism, with comments like “They go too fast and they are unsafe” echoing in the public discourse. This perception, however, stands in contrast to the reality that e-bikes, which operate at similar or even higher speeds, don’t face the same scrutiny.
To transform the negative narrative surrounding fatbikes and elevate the brand, KNAAP is applying its distinctive treatment. The unveiling of the new models begins with a touch of suspense—they are introduced as suspects, shrouded in the familiar censored pixel blur. As the campaign progresses, the pixelated veil slowly dissipates, revealing the innovative features of the fatbikes.
Felix Leenders, the Art Director at Lemon Scented Tea, sheds light on the unconventional approach, stating, “We only take our fatbikes seriously.” Leveraging the existing tension around KNAAP’s image, the campaign strategically holds back the full product reveal, deviating from the conventional norms of brief advertisements and prominent logos. This approach aligns seamlessly with the rebellious spirit of the bike path.
The campaign titled ‘Suspected of being incredible.’ cleverly plays with perceptions, inviting viewers to question their assumptions and preconceived notions. The gradual revelation of the fatbike models adds an element of mystery and intrigue, keeping the audience engaged throughout the unveiling process.
Robin Cats, the founder of KNAAP, emphasizes the brand’s commitment to excellence. He notes, “KNAAP is one of the few fatbike brands to be 100% road legal. And we offer them with a track and trace solution through an app with a tracking service.” Addressing the irony that bikes often perceived as “crooks” are prone to theft, KNAAP introduces security features to enhance the biking experience.
Published in the Netherlands, the United Kingdom, and the United States in January 2024, this professional campaign by KNAAP and Lemon Scented Tea spans across Content, Design, and Digital media. It redefines the narrative around fatbikes, portraying them not as outlaws but as incredible innovations that challenge conventional norms in the Automotive, Electronics, Technology, and Transport industries. With three compelling media assets, the campaign invites viewers to embrace the unexpected and embark on a journey where suspicion gives way to appreciation.