‘An Amsterdam Bicycle Story’ shows how the inhabitants of Amsterdam defy their city challenges, thanks to their tough and good-looking ally: a Veloretti Bicycle. The film portrays Amsterdam as the ultimate test area, with the perfect test panel: the Amsterdam cyclists and their crazy bicycle behavior. By showing Amsterdam and its cycling inhabitants from this point of view, we demonstrate the trustworthiness of Veloretti to the target audience in upcoming markets. If a bicycle can defy this city, there’s no city though enough. At the end of the film the viewer discovers there’s no brand voice over. It’s the voice of the everyday witness, the one who’s always there, the one that until now never had a voice: an Amsterdam Bicycle. A Veloretti.

Veloretti is a small bicycle brand from Amsterdam. Selling their bicycles online throughout Europe. The bicycles are shipped in boxes that read ‘F*ck cars’, ready for easy assembly at home. The brief was to profile the brand for upcoming bicycle markets such as Germany and the Scandinavian countries, with a positioning that needed to be relevant for the place where most Veloretti Bicycles ride: Amsterdam, the Netherlands. The target audience: European people (20-35 y.o.) that don’t realize a bicycle can be a trustworthy form of transportation. But they do like something that’s well-designed. Thanks to various influencer and brand collaborations Veloretti is pretty well known by the target audience. As a consequence of this approach Veloretti Bicycles are mostly perceived as design bikes and not known for their durability. The challenge was to create a story that shows a Veloretti bicycle is more than just a pretty face.