Situation:

How does a bike messenger bag company in San Francisco build brand awareness and crossover appeal without losing their well-earned street cred?

Strategy:

By staying true to what inspired their bags in the first place: the rigors and demands of being a bike messenger.

Media:

Poster

Copy:

"Seatbelts" - The Timbuk2 bike messenger bag. Bombproof. Soakproof. Custom built. Guaranteed for life. For those who ride for a living, and anyone else on a first name basis with their local emergency room.

"Angels" - The Timbuk2 bike messenger bag. Bombproof. Soakproof. Custom built. Guaranteed for life. For those who ride for a living, and anyone else whose life expectancy is measured in minutes.

"Drugs" - The Timbuk2 bike messenger bag. Bombproof. Soakproof. Custom built. Guaranteed for life. For those who ride for a living, and anyone else who puts more on the line than just brain cells.

"Death" - The Timbuk2 bike messenger bag. Bombproof. Soakproof. Custom built. Guaranteed for life. For those who ride for a living, and anyone else whose nine lives are already in the double digits.

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