Piece, signed by Rastro, aims to strengthen the brand’s relevance and stars Filipe Ret and Carlos Luccas
Rider announced the launch of a campaign that introduces the R BOLD and the Rider Sprint and Rider RW models to the public.
The piece, signed by Rastro, aims to strengthen the brand’s relevance and resides in the connection with “corre”, a vital element in peripheral culture, symbolizing the rap/trap cultural movement. Furthermore, the campaign stars Filipe Ret and Caio Luccas.
“This connection between Rider and two important protagonists, such as Filipe Ret and Caio Luccas, mainly involves mapping the intersections between the artists’ trajectories and the brand itself, always seeking a lot of authenticity and truth. Therefore, our strategy and research team delved into what ‘corre’ represents in the lives of these artists and in the conversations that already exist about them”, said Rafael Bizachi, partner at Rastro.
The agency was also responsible for the strategy, creative direction (including concept and key visual), creation of all content for Instagram and creator strategy for the brand’s TikTok.
