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Huffy: Outrun

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The largest sales barrier for adult women’s bicycle, is moms’ lack of time. Print depicts moms on bikes as escaping from their work and chores. Supporting unscripted, online “surprise” videos, 2:30 – 4:00 long, a 10-year-old kid gets unsuspecting moms—strangers—to go for a ride. A mom can be “too busy” for a bike, but for a kid? And a related Facebook giveaway sweepstakes encourages moms to share humorous, hand-lettered, photo-illustrated bike/life tips that support making time for a bike ride.

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