Pedal to the beat of BiciLlums: the mini-series that set the stage for the big event.

A series of short films on two wheels and with a Catalan accent that, six months before the BiciLlums lights switched on, had already taken over the Instagram of the children's parade that sweeps through Barcelona's neighbourhoods every December.

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BiciLlums

Children's street parade in Barcelona

The starting
point

A poster shouting "come to our event" doesn't hook anyone any more.

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· The challenge

The challenge: warm up the crowd for BiciLlums, the children's parade that sweeps through Barcelona's neighbourhoods every December, without falling back on the usual event poster. We needed the brand to sell nothing and instead tell a story people would want to be part of before the lights came on for the big day.

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· How we tackled it

We created a cast of kids on bikes, each with a personality of their own, joined by their inseparable guardians. Their short films tour Barcelona's landmarks: dodging pigeons in Plaça Catalunya, outwitting tourists and sneaking from the Circuit de Catalunya to the Sagrada Família, with local humour and plenty of charm. Six months ahead of the event, the episodes rolled out week by week on the BiciLlums Instagram, building a community in the run-up to the December parade.

The short film is the undisputed king of brand storytelling.

Six months before the lights go on.

First the characters and their universe, then the shoot across the city's landmarks, and a weekly release that kept winning over the neighbourhood, right up to the parade.

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