Go Fast!, the sports energy drink, is well known in Amsterdam for provocative statements and promotions. Working with Y&R Not Just Film the company took on the challenge of spicing up the sedate phenomenon of pedal-powered canal biking. A silent, invisible, but powerful boat engine was installed in the back of one of the canal bikes, making it hilariously faster than the rest. Every time this adjusted bike was used in the canals, promotion teams handed out samples of Go Fast! Energy Drink. The campaign, promoted on Go Fast! Youtube and Facebook channels in December 2010, won a Silver Outdoor Lion at Cannes International Festival of Creativity in June 2011.
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The Canal Bike stunt was developed at Y&R Not Just Film, Amsterdam, by creative director Marq Strooy and Robin Zuiderveld, copywriter Lionell Schuring, art director Theo Korf, production manager Marcel Okker, designer Jack Waa, working with Go Fast marketing manager Wim van Gilst.
Music is “MF From Hell”, by The Datsuns.