Client: Bicycling Empowerment Network

Brief: BEN has established over ten bicycle workshops in the Western Cape, by supplying containers (converted to workshops) and stocking each workshop with bicycles and tools (either new or used). BEN trains project managers at their Bicycling Empowerment Centres (BECs) in business management as well as bike maintenance. All existing BECs are now independent of BEN, but the partnership continues through ongoing training, bicycle supplies, joint events and support. LIFEbrand were tasked with telling the unique story of each BEC though the medium of video.

Solution: These BEC owners had never been interviewed, so we decided to spend time with them. After chatting with them, we began storyboarding their unique journey and accentuating their unique proposition to the market they serve. We then took the viewer on a journey that transcended their bicycle business, but the heart behind the “why”.