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Unexpected bike ad dreams up city-cycling utopia

Dutch e-bike brand VanMoof collaborates with illustrator Jim Stoten to celebrate the positive impact the next billion on bikes will bring

Amsterdam - 01 March, 2021. Today, VanMoof launched a new surprising campaign showcasing the power of cycling. Following the brand’s controversial TV spot that was banned in France, UK illustrator Jim Stoten takes viewers on a psychedelic dream ride. Along the way, the frog protagonist watches the gloomy city transform around him, with gridlocked roads exploding into flowers, and isolated drivers coming together as a community of happy riders.


The power of bikes

VanMoof’s new campaign film draws attention to the positive impact that the next billion on bikes will make on cities worldwide. “Instead of focussing on the negative effects of cars and clogged streets, we’re emphasizing the positive advantages of cycling,” says creative director Pascal Duval. The two-minute animation takes viewers on a surreal journey, with a frog protagonist riding through a crowded city on a VanMoof S3. “I find it really exciting to see something which catches your eye and doesn’t seem to mean anything. Then you can’t help but start putting meaning to it.” explains illustrator Jim Stoten, who’s known for his madcap visual style. In his vision of a dreamlike daily commute, a curious frog pedals his way through busy, smog-filled roads, reminiscent of rush hour all over the world. As the frog zips past traffic jams and honking drivers, the world around him suddenly starts to change. With every push of the pedals, cars transform into blooming plants, and cycling lanes appear. With this ride, the frog is inspiring a wave of much-needed change – the more people ride, the greener our cities will be. By the end of the film, the frog is cruising through a clean, greener city, flanked by a growing community of riders.

“To make a real difference, we need to celebrate the benefits of cycling. At the end of the day, cycling does good, and it makes you feel good. I wanted to bring that energy to life in this film,”  

says Pascal Duval, VanMoof Creative Director.

Accelerating E-Bike boom

VanMoof’s animated dreamworld builds on the e-bike boom, seen across cities worldwide. Within a few weeks of the first lockdowns, signs of environmental recovery were reported. “Last year could be the first big step in the mobility revolution the planet is craving.” Ties Carlier, VanMoof CEO and co-founder adds. VanMoof’s playful new vision, reminds us that urban quality of life is not only influenced by political changemakers, but by everyone making more conscious decisions every day.

VanMoof’s first 2021 campaign

The film is part of VanMoof’s first campaign of 2021, running globally until the end of March on Youtube, Facebook, and Instagram. In 2020, VanMoof more than tripled in its sales of e-bikes. The disruptive pricing model, combined with industry defying in-house production, means VanMoof can satisfy soaring demand while other bike stores grapple with production shortages. The VanMoof S3 & X3 are available worldwide at vanmoof.com.

About VanMoof

VanMoof was founded in 2009 by Taco and Ties Carlier, two Dutch brothers with a vision of the perfect city bike. Now their bikes are changing cities and leading the current wave of e-bike adoption. VanMoof's sleek, multi-award winning rides offer a high-tech and feature-rich experience for a devoted worldwide community of 150,000 riders and growing. The iconic integrated frames mirror a fully integrated end-to-end company that has upended the bike industry by taking complete ownership of everything from design to production, from sales to after-service. One of Europe's fastest growing companies, VanMoof is on course to redefine the future of urban mobility and get the next billion on bikes. VanMoof brand stores can be found in Amsterdam, Berlin, London, New York, Paris, San Francisco, Seattle and Tokyo, with expansion planned to 50 cities worldwide through dedicated service hubs by the end of 2021. Available at vanmoof.com.

About Jim Stoten

Jim Stoten (@jimtheillustrator) is an illustrator and image maker living and working in Hastings, UK. Jim splits his time evenly between commissioned projects and personal projects. He has worked with a long list of clients over his 20 year career, whilst and at the same time exhibiting other works all over the World. Jim is also a musician. His first official album, Lights, was released at the end of 2020 on vinyl. He also has an extensive back catalogue of home recorded albums on bandcamp.