What to do with all those bikes in the Amsterdam canals?

Turn them into bottle openers! That’s what creative agency SuperHeroes and artist/designer David Kroupa did for gin brand V2C – to pay homage to the city and give drowned bikes a second life.

Amsterdam is known for its bicycles. With more bikes than inhabitants, bikes are the city’s most prominent means of transport. However, there’s also a downside: each year almost 15 thousand of these bikes end up in canals.

Django Weisz Blanchetta, managing director of SuperHeroes Amsterdam: “V2C is a young independent gin label and we’re happy to help them gain attention in a crowded gin market. This exclusive on-trade premium, which will be used by bartenders in bars & restaurants, is one of the activities we’re rolling out with V2C.

It perfectly fits with their ‘Make it Memorable’ positioning and connects well with our post-advertising approach, in which we look at a mix of activities on different customer touchpoints to gain attention for brands.”

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