When New Belgium Brewing Co. was offered a package of urban Denver billboards, pro bono, for a pro-biking ad campaign, it quickly accepted, and assigned its agency, Cultivator Advertising & Design, Denver, to create the outdoor messages. Neither client nor agency imagined how appropriate the placement would turn out to be.
The headline, “Work to Bike More,” was inspired by the priorities of several New Belgium employees who may well be more passionate about cycling than about gainful employment. The billboard promotes New Belgium’s Team Wonderbike, which encourages both New Belgium employees and the general public to trade in their cars for a bike (motto: “Bike More. Drive Less”). The placement above PT Motor’s “Cash for Cars” sign, at I-76 and North Federal Blvd., Denver, was fortuitous.
Media space was donated by Lamar Outdoor, via New Belgium’s media agency, Explore Communications, Denver. The vinyl on which the billboard is printed will be “repurposed” by Ecologic, Boulder, Colo., into bike messenger bags, which will be offered to Team Wonderbike members (including the billboard’s poster boy, Bryan “Big Bry” Simpson).
New Belgium Brewing Co. is employee-owned, wind powered (since ’99), pro-bicycle, and recycles, reuses or composts 73% of its waste stream.