Picking up the pieces

Axa calls out how often other bike locks have failed.

It’s a nightmare many cyclists have experienced: finding half of a broken lock hanging from the rack where they thought their bike would be safe. Dutch company Axa believes its Victory line of locks will prevent this from happening, and it’s not afraid to call out its competitors’ shortcomings to prove it. Agency TBWA\Neboko in Amsterdam roamed the city’s streets, collecting the remnants of other locks that had failed to do their job. The bits were assembled to read “Het slot dat op je vorige fiets had moeten zitten” (Translation: “The lock that should have been on your last bike”) and reproduced on posters for an out-of-home campaign. You can see the process in the making-of video below and wonder with us if Axa will ever consider using those broken lock-hunting skills to track down the guy that grabbed your Schwinn last month.


Brand: Axa
Agency: TBWA\Neboko
Art Director: Rogier Verbeek
Copywriter: Matthijs Schoo
Graphic Designer: Reza Harek
Photographer: Paul Theunis