Mutimedia campaign Flink Fietsen

I stood at the birth of one of Holland’s finest and most original cycling campaigns: Flink Fietsen. Together with design-agency DoubleMatured (disbanded in ‘18) we pitched before client Gemeente Leiden and convinced them of our ‘tough love’ approach.

Flink Fietsen was not only conceived to serve as a ‘nudging campaign’, helping people to cycle more (often), but also as an ‘umbrella brand’ that the city could use to communicate their plans of improving the city’s cycling infrastructure. The campaign lasted for over two years and it included a social media campaign, a website with lots of custom created content, several poster-ad-campaigns, guerrilla spray-painting on bicycle paths, competitions, ‘the Flink Fietsen Lab’, and much more.

Michiel van Poelgeest