Golden Bike

GT has a heritage of making fast bikes. Founded in 1974, the brand first made an impact with BMX, then Mountain and Suspended bikes. As gear went, innovative frames and cutting-edge technology in the category paved the way for GT's speed machines. But when mass market retailers diluted the playing field, GT started slipping off grid. We set out to help distinguish the brand once again, appealing to an overlooked contingent of cyclists: those who lusted after riding but had soul-sucking day jobs holding them back. We developed a tongue-in-cheek integrated campaign that declared an Open Season on Slow, including popular, funny web films anthropomorphizing GT's speed and cunning. The Catch & Release campaign landed GT right back where they belonged, independent retailers. There were also Catch & Release games and events all over the country and a social following on Facebook. Have a look!