Trek Bicycles

What: A print campaign to expand the female market for Trek's Women's Specific Design bicycles. Most professional bikes are produced to fit the average male. Trek turned that situation on its head by designing bikes specially to fit women's proportions. 

How: We decided to feature the elements of the bicycle that would normally be fit for a man such as the seat and the handlebars. Then, we gave our ad the tone of a badass, confident, independent woman.