This campaign for the International Mountain Bicycling Association (IMBA) takes an indirect approach to building membership. It’s the association’s first new advertising in two years and its first ever from its new agency, Denver-based Cultivator Advertising & Design. Because mountain bikers tend to see their sport as an independent pursuit, unrelated to joining an association, the theme, “Support Trails,” emphasizes trail building and access and downplays required membership (IMBA membership actually goes unmentioned in all three ads). Visually, the concept alludes to the volunteer nature of the association with snapshot-style photography, hand-lettered typography, a rough-hewn design and bike badge-type icons. The campaign is running in cycling publications including Bicycling, Bike, Decline, Dirt Rag, Mountain Bike Action and Rocky Mountain Flyer, and in outdoor lifestyle publications including Outside, Trail Runner, Elevation Outdoors and Blue Ridge Outdoors.
// From our friends at Communication Arts