Op die fiets • Friends for Brands • Brand Activation

Op die fiets

Activating a healthy lifestyle

Rotterdam is turning green. Environment friendly strategies and initiatives have diminished the usage of cars downtown and increased the need for electronic alternatives. This is a big step forward, towards a more sustainable and cleaner city. For the next step however, we need to get back to our roots. Back to what we’re known for all around the world. My friends, we need to get back on our bicycles.

A bicycle isn’t just a mode of transportation, it’s exercise, it’s the quickest and easiest way to get around, and of course it’s green. An alliance of multiple stakeholders in Rotterdam approached us for a strategy development, campaign concept and visual design that would activate (potential) cyclists and partners to choose this sustainable form of transportation.


We came up with the brand “Op die fiets” which is a double entendre and roughly translates to “on that bike.” In its literal sense it’s us spurring you on to get on that bike, but it’s also a Dutch saying which we use to express our understanding following a previous statement.

After online research, conducted surveys, held interviews we created the brand strategy, campaign concept, visual design and a media strategy.

So, keep on the lookout for this ongoing campaign and be sure to get on that bike!