Friends for Life Bike Rally: Why I ride
Art direction and copy: Zachary Zulauf | Filming and video production: Heliopolis
The brief: Recruit riders for the 2020 Rally, a six day ride from Toronto to Montréal that raises money for people living with HIV. The fall recruitment push has to turn the energy from last summer into early registrations, before the super early bird price expires.
The insight: People sign up for the Rally for completely different reasons. Some come for the cause, some for the community, some for the physical challenge, and plenty for the party at the finish line. One message can’t speak to all of them, but past riders already can.
The idea: Let riders recruit riders. Each email opens on a real rider and their reason in their own words: “I ride to make a positive difference.” “I believe in supporting my community.” “I want a world free of HIV stigma.” “I ride for the challenge.” Each email builds the case around that one motivation, so every reader finds the version that’s theirs.
The video work asks a simpler question: what are you doing next summer? The 30 second spot pitches the Rally as the ultimate road trip, for a great cause, with the best people. The 60 second cut shows the finish line hugs and the tents, and lets the footage make the case.