2014 Winners & Shortlists

Brief Explanation

Challenge was to design an invite that the invitees would bring along to the ride and use. The invite also needed to visually represent what the ride would entail, without revealing too much.

The Brief

Create an invite to the Fishtail Ride 'Coast on By' that would entice, intrigue and promote a hint for what the ride would encapsulate without giving away too much about the ride itself and the destinations to be ridden.

How the final design was conceived

We thought it would be great to give every rider an kitsch pair of sunglasses. The sunglass case was designed to capture a Californian style feeling and vibe to accompany the ride along the Jumeirah beach coastline. ‘Coast On By’ took place along the Jumeirah coastline, from Open beach to Sunset Beach. Sunglasses were the perfect accessory and access pass for the ride.

Indication of how successful the outcome was in the market

The ride saw an initial invitee list of 30 grow to an attendance of over 60 riders through the invite being shared socially across Twitter, Instagram and Facebook. The community of fixed gear enthusiasts had been inspired to come out and ride a different side of their city.