The challenge:

This high-end cycling apparel brand is expanding its reach to new cycling communities inspiring those beyond the hardcore cycling crowd.

Charting the course:

As colder weather sets in, casual cyclists often put the brakes on their rides. Together Weather is a call to fair-weather riders to come together and meet the cold - with the warm heartbeat of the peloton. From weather-triggered advertising to community rides and curated content, the idea encourages cyclists to gear up with Pas Normal and keep going.

“Uncharted are opening up new opportunities for our brand and our business”
Vicki Bohlbro Lyngholm, Head of Marketing