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    Bontrager 2011 athlete advertising campaign.
Bontrager 2011 ad campaign
Bontrager's marketing directive in 2011: support Bontrager products by highlighting the elite cyclists that test, help develop, and use them.

Consequently the ad campaign was built around featuring those athletes. While also folding in the brand's "Upgrade" tagline, the ads employ a consistent photo direction, layout, and clever messaging system flexible enough to accommodate all ads but requiring very little copywriting effort per ad.

Art Direction + Design