Brief: Chose an article/headline as the inspiration from the 1st edition of The Guardian 2021 and generate a creative response, for a chosen brand.
Design solution: IKEA launched SLADDA bicycle in 2016 who had to be recalled in 2018 due to design flaws. 2021 is the perfect year to re-launch the red-dot award winning bicycle with a new strategy and campaign. ATERFA bicycle (which means recover/regain in Swedish) comes to life with the EXTRAmile app and slogan that allows consumers to track the miles they use and donate money to environmental charities that will invest the money into creating new cycle lanes. Its a win-win situation.
