Mobility by bicycle has become a part of the modern, active lifestyle. The distinctive design of the new reflex bicycle bags inconspicuously links functionality and urban chic. The large reflective and discreetly integrated decor thereby ensures better visibility in the dark. The task was thus clearly defined: creation of a campaign claim with an independent Reflex Label and definition of a memorable, active visual world. Through the thematic use of photography, graphics and illustration, the advertising campaign bridges the gap between product, chic lifestyle and environmentally conscious urban mobility.