Rapha’s first-ever brand campaign reveals the unspoken truth about the life we all share. With the aim to get more people on bikes and highlight cycling as a solution to many of the personal and societal challenges of modern life, Rapha’s ‘Riding is the Answer’ campaign captures the reality of it all.
Rapha believes that cycling is an antidote to the daily pressures we face, and whether it’s a long ride or a short commute, the simple act of riding a bike offers the chance to be totally present and tune out distractions – as shown in the film.
Films, stories, media, are aspects which have been synonymous with Rapha since 2004.
“We’ve always sought out to inspire cyclists with our well-curated selection of content, however strange as it may sound, this is the first time we’re coming out to say who we are and what we stand for through a singular campaign,” says Christopher Chen (Rapha’s regional marketer for Singapore/Asia Pacific).
Rapha commissioned the film with Los Angeles-based advertising agency Mother LA, working with Executive Creative Director and original Rapha Continental rider Joe Staples to lead the campaign.
They’ve placed cycling and cyclists at the heart of the project by casting old friends of the brand and former employees, with a unique backstory and close relationship with the sport they love.
The transformative power of cycling shows it’s more than just a sport – it’s the solution
For society as a whole, getting more people on bikes means reduced carbon emissions and traffic congestion, and a pathway to a mentally and physically healthier population.
Rapha believes that cycling, more than any other sport, is unique in its ability to solve problems and help people improve their lives. Just like most of us, they believe that cycling transforms lives.
“Riding on my own or with others I find perfect moments and experiences that make the ordinary extraordinary, that transform my daily life into something suddenly unforgettable,” says Rapha founder and CEO Simon Mottram
An all-encompassing wonder
Director and keen cyclist Max Weiland captured the feeling and promise of early morning rides, following a group of riders as they experience the intensity and pressures of modern city life before heading up into the hills for their post-climb ‘aha’ moment which provides a perfect mental reset for their return to the city.
The film is a clear departure from Rapha features of the past, highlighting city scenes and some of the problems we face in everyday life – stress, poor health, tension, traffic – and holds up riding a bike as an answer to them.
The film resonates with many avid cyclists worldwide, and Singapore is no stranger to echoing a similar culture.
“I’ve always taken to Rapha films as a source of inspiration when it comes to my cycling. Whether the gorgeous alpine sceneries of Italy or France, the beautifully shot scenes of city riding, to even the cultural features which have been shot. This new film to really illustrates the almost medicinal nature that cycling provides, there’s really nothing like a ride to clear the mind and relax the body, giving us the much-needed reset we crave,” says Christopher Chen, Rapha regional marketer for Singapore/Asia Pacific.
Cultivating group rides globally
To support the brand campaign and film, Rapha’s global Clubhouses will be increasing their riding schedules and events to cover a variety of abilities and cycling-based interests.
From beginner rides to masterclasses on route planning to the best place to watch racing, Rapha is a hub of activity for cycling communities all over the world.
“We believe riding is really the answer to the stresses of modern day life. And I’m sure many cyclists live and breathe this ethos too. With this campaign, we want to inspire others to turn to cycling as the answer and for them to experience this same joy that is part of our everyday lives,” says Christopher.
When she's not writing, Mizah is constantly wired 24/7. She loves cats, cycling at night, and can't survive without her weekly dose of chicken rice.
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