National, bilingual: Devinci's made in Canada campaign
Recognized around the globe for its high-quality bikes, we were tasked to tell Devinci’s uniquely Canadian manufacturing story to build a deeper understanding of the brand. The result was an emotive campaign rooted in the brand’s proudly transparent process.
We brought a human touch to the manufacturing process with black and white photography showing real people, proudly making Devinci bikes in their Canadian factory. Refreshingly transparent campaign language inspired pride in both English and French markets.
To differentiate from the industry standard of full-bleed imagery, we brought a distinctive and modular art direction to advertising in print, social and display. The approach allowed us to cover a lot of ground in each execution with both product-specific information and our proudly Canadian campaign message.
It was a great pleasure working with the Origin team. They quickly understood what we were trying to accomplish and put together a proposal that was creative, strategic and of high value. The campaign is now up and running and we are receiving great feedback. We look forward to working with Origin again soon.