Swapfiets - The Paris Olympics Campaign

Client: Swapfiets Role: Concept & Copy

The Paris Olympic Games created a unique challenge: the city government urged its residents and officials to avoid the metro to make space for tourists. We saw a real moment to do something here, and the brief was to create an out-of-home (OOH) campaign that would not only cut through the noise of a major global event but also provide a timely, relevant solution for locals and drive brand awareness.

We immediately jumped on this opportunity, turning around a copy-first campaign in no time. Instead of a product-focused approach, we used bold, cheeky, and highly relatable headlines to grab attention. The goal was to act as a "subway distraction" and a witty alternative to the chaos. The copy was designed to be impossible to ignore, making the brand feel cool and in on the joke, directly addressing the government's plea and positioning Swapfiets as the perfect solution for navigating a crowded city.

I co-developed the campaign's central concept and wrote all the key copy, including:

Campaign headlines and key messages

Voice and tone design that balanced cheekiness with brand clarity

It turned OOH advertising into a social-first campaign, with people sharing photos of the billboards on social media.

The use of humour and wit helped the brand stand out from the typical, serious Olympic-themed advertising.

It perfectly aligned with Swapfiets' down-to-earth, urban identity, positioning the brand as a fun and relatable part of city life.

"Hey Paris, on vous sort de la galère."

"Vive la Révélotion!"

"On s'occupe du bleu, vous visez l'or."