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Critical Mass: new ad opportunities?
The idea started in San Francisco in September 1992 and quickly spread to cities all over the world.
Critical Mass is a worldwide movement to promote the use of bicycles as a viable means of transportation. It has arisen in response to what many call the 'car-culture:' an overdependence on the private automobile. It is, more than anything else, a reclamation of space, a demonstration to show that the city belongs to people and not machines. 
Photo Critical Mass bikers: 'We are traffic!' PSFK, a collaborative trend spotting site, noticed that some bikers really take it a step further by speeding through the streets of places like Manhattan, Boston, Baltimore or the Bronx. Will this biker lifestyle bring new ad opportunities? Nike gave it a shot by letting Lance Armstrong race through traffic to get pianist Yundi Li in time for his concert. A 'better' Critical Mass image is shown at the end of this Armstrong video. What is the trick 'to catch' a lifestyle in a commercial? Maybe just by showing the lifestyle in a non-commercialized way. At least with humor, like Nike did with Yamakashi (also known as Parkour). |
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posted by BlogFonk: Wednesday, September 08, 2004 [#] Erms Suripatty