I’ll be heading to the the Wiener Fahrradschau on October 21st. Happy Whelan.

After years of running, I ran myself into the ground and took break from the sport due to shin splints. I found myself with a four month gap in physical activity that I needed to fill. In some respects I’m glad I ended up taking a step back from what I loved, because I was able to open my arms to a new adventure. I named that adventure Oliver.


I spent every day this summer with the object shown above. I had stumbled across something new that I continue pour my heart into. Goal: Racing. Baby steps first though, I need to start working on clip pedals once I’m back on Canadian soil.

I’m writing this not to celebrate my love for the bike shown above, but rather in respect of a campaign Heineken recently launched in Austria. The climax of said campaign being the bike show on the 21st.
Ridentity invites cyclists from all over the city to an experience that celebrates Vienna, its culture and, the cycling community. What’s better than beers and bikes?

A designer called Oliver Toman (ironic) wanted to commemorate his city and passion for cycling by building a bike that captured the identity of the Viennese. After picking up on the idea, Heineken suggested that Oliver leverage the varying cultures and communities that combine to create Oliver’s home. Separated into 23 districts, Vienna houses a variety of personalities and Heineken has invited each to play a role in making and personalizing one part of a Heineken bike being produced for the Fahrradschau.

23 Districts. 23 Parts. 1 Viennese Bike.

Hopefully the video above explains a little better if I’m doing a terrible job.

Long story short, Heineken has done an excellent job of creating a digital experience that caters to variety of consumers by tapping into an important part of Viennese culture. If you adapt to something that consumers love, the consumer will come to love you too. Not only is the campaign interesting on screen, it’s even better in reality at a bike show that places an aspect of tangibility on the project.

Round of applause, Heineken.
I’ll let you know how the show goes.


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