BEAT Cycling is a community driven club on its way to the Tour de France. BEAT’s professional cycling team competes at the highest level. But BEAT also sees other challenges: the environment and sustainability.
As a cycling team, BEAT is already very aware of their impact on the environment and climate. But they thought it is important to pay extra attention to that nowadays. That is why they launched the ‘BEAT the Waste’ campaign: a campaign aimed at consciously dealing with the environment and making conscious choices. To create an icon for this, they turned to WasteCraft.
WasteCraft also makes WasteBoards; skateboards from recycled waste. The challenge was whether we can make a skateboard for BEAT from the material that is seen as waste by unwary cyclists.
BEAT has a wide assortment of products in their store. But what is of course the most obvious product from their range is their water bottle made of plastic.
We took the water bottle as the starting point to make a beautiful design from. The material from which the water bottle is made seemed suitable for us to enter the next phase.
The concept was already established: in a collaboration with WasteBoards we were going to make a special edition line for WasteBoards from their granulated water bottles: BEAT X WasteBoards
In order to create a recognizable and striking design, we shredded parts of the water bottles and left the parts with the logo intact. The combination of these 2 resulted in a beautiful and recognizable new design.
The used material has the same flex and strength as the normal WasteBoards. So the skate features are great.
Beat loved the design so much that they applied it to their cars and cycling jerseys, which are worn by the professional cycling team and for sale to consumers.
The beautiful imagery that was shot to promote the campaign was used in on- and offline media for content, PR and social ads.
The boards and jerseys were sold in their online store.
The campaign was officially kicked off during a live broadcast in which the skateboard and the cycling jersey were the eye catchers.