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Creative 27 Add to collection Celebrating their 75th birthday, Ride Your Next portrays performance as a mindset and Lapierre as its main protagonist Premium bike brand Lapierre, part of Accell Group, and VICE’s creative agency VIRTUE, launch the new tagline and brand philosophy Ride Your Next. A European brand campaign celebrating the brands 75th anniversary whilst demonstrating their commitment to making every rider's performance outstanding. In a category obsessed with cyclists’ physicality or bike's technicality, Lapierre aims to differentiate itself from its competitors through a phi...

Catch a Fish in Paris. Post on Social Media. Release. A new, younger generation of fishers is taking over the banks of the Seine, transforming a centuries-old tradition into an underground culture. The Seine used to be the fishing playground of older, working-class men who whiled away their retirement days at the river. These days, a younger and more diverse generation is disrupting the scene.Credit...Andrea Mantovani for The New York Times By Antonella Francini PARIS — On a recent wintry afternoon along the Seine, a Parisian teenager took a fishing rod out of a narrow holster, stuck a glit...

Catch a fish in Paris. Post on social media. Release