Challenge It was 2020. Rides with friends weren't happening, events were canceled, and bike shops were struggling to maintain community connection. All-City needed a brand initiative that could bring people together safely, activate local shops, and work on a tight budget.

Insight The pandemic hadn't killed people's desire to ride, it had sharpened it. What riders needed wasn't a virtual event or a livestream. They needed a reason to go outside and explore their own city, with their own community, on their own terms. Shops became the connective tissue.

Result A city-by-city Instagram scavenger hunt, activated through local bike shops across the US and Canada. Shops curated destination lists; riders posted proof of completion to enter to win a complete bike. The campaign ran on a landing page, email, and social with minimal paid support, and generated genuine participation and UGC across dozens of markets.

Art Director: Mike Jandora @normalfolk.design
Copy: Brendan Kennealy @bicycleidiot
Design: Bri Goral @bri.r.goral
Photo: Marty Wood @woodmarty

All assets shared with the permission of Quality Bicycle Products.