touring campaign

A Misura di 2 Ruote

client: Misura
when: GEN-DIC 2021

This 2021 sustainability campaign, designed by Silverback for Misura, links the healthy-food brand to cycling, a green trend whose popularity sky-rocketed in recent years. Misura became partner of Appennino Bike Tour, the cycle path that runs along the Appennino mountain range. This is the most important project of sustainable tourism ever realized in our country – the path is longer than 3.000 km and it crosses 14 regions from North to South, more than 300 towns (stopping in 44 of them), and 26 national and regional parks.

#mobility #cycletourism

Misura installed a cycle-workshop in each of the tour’s 44 stops, with a generator to recharge e-bikes.
What makes great Europe’s best cycle paths isn’t just signaled and well-kept roads, but mostly the services to the tourists. Our country is still behind on this aspect, and Misura wanted to improve this. Misura’s goal was to make Ciclovia dell’Appennino the first cycle path in Italy to offer fulltime service to cyclists. Each workshop is made of a column placed in an open area, with a repair-toolkit, a pump for the wheels and 4 plugs for e-bikes. Also part of the workshop are a bike rack, some seats, an info point with a QR code to download the path’s maps.
The campaign was realized together with Legambiente and Viviappennino, and it has the patronage of the Ministry of sustainable mobility, ecological transition, and tourism.

44stops, North to South
+3000 km from Liguria to Sicily