BriefIn this print ad created for Bianchi during the school holiday season, we targeted the exciting period when summer and the passion for cycling come together. The campaign builds an emotional connection with children who dream of receiving a bicycle as a report card gift—and with parents who make that dream come true. Through a cleverly illustrated bicycle hidden within a test question and the message “Dad, can you help me with this?”, the ad highlights children’s creativity and sharp thinking, while positioning the brand as a meaningful part of that dream. InsightSummer holidays represent freedom, play, and rewards for children. Some wait for a report card gift; others express their wishes in playful and creative ways. With this ad for Bianchi, we aimed to touch parents’ hearts by presenting a child’s intelligence and heartfelt desire through a humorous narrative. Because sometimes a bicycle hidden inside a test question is not just a vehicle—it is a symbol of shared moments, achievement, and childhood dreams.
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