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New ambient medium? Levi's advertise on the bike saddles of London commuters


By The Drum Team | Editorial

April 19, 2012 | 1 min read

Cyclists in London had present surprise when they returned to their bikes after a particular wet day - somebody had covered their saddle to keep it dry.

The stunt to place orange branded bags over the saddle of 100 of bike around central London was part of a campaign by Levi’s to promoting its new commuters range, which launched last week, with a bike sprint in London.

There are two locations in London where the public can cycle a simulated 500m, with the winner receiving an all-expenses paid trip to Paris during the final of Le Tour De France.


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