Brompton foldable bike - "ab ra ca dab ra" Your magic carpet for the city (2023) print and video

Brompton, known for its iconic folding bike, recently launched a global brand campaign called "ab ra ca dab ra" that highlights the liberating sense of transformation that their "magical engineering" provides. To connect with a global audience of Urban Outsiders - people with an urban mindset who enjoy exploring the city - Brompton partnered with ScienceMagic to develop a creative campaign. The goal of the campaign is to increase brand awareness, drive growth, challenge misconceptions, and inspire more people to experience the joy of cycling - all while showing how simple this foldable bike is.

The latest campaign by Brompton is centered around the concept of the revolutionary freedom that the brand's "magical engineering" provides. This pays tribute to Andrew Ritchie, the company's founder, who aimed to design a "magic carpet" that would facilitate transportation across London for everyone.

Inspired by this vision, ScienceMagic developed the creative idea of "ab ra ca dab ra", which celebrates the Brompton bike's ability to tackle both major and minor obstacles in a magical way. Moreover, the phrase's five syllables correspond to the five steps involved in folding and unfolding a Brompton bike.

CLIENT: BROMPTON

CREATIVE AND STRATEGIC PARTNER: ScienceMagic

CREATIVE COMMUNITY: ScienceMagic with Art Practice, Tony Davidson, Daniel Eatock and Kim Papworth.

DESIGN: Studio Blackburn

POST-PRODUCTION: Time Based Arts

SOUND: String and Tins