VanMoof Tells Riders to ‘Leave It Anywhere’ With Cast of Hapless Bike Thieves

‘Leave it anywhere’ is VanMoof’s latest campaign that features bikes in strange settings with even stranger thieves. The three short films create awareness for VanMoof’s industry-leading security tech - the most advanced anti-theft system in the world - which results in theft rates ten times lower than the industry average.

Shot in Barcelona, produced by ProdCo with in-house creative and directed by Alex Takacs, the new films follow two hugely successful campaigns from VanMoof across the last 12 months.

The ‘Sound of VanMoof’ took home a coveted D&AD Yellow Pencil in the category ‘Digital Experiences - Connected Devices’ earlier this year after already winning a gold at the Muse by CLIO awards. VanMoof’s brand film ‘Ride Like No Other’ was awarded a Graphite Pencil in ‘Luxury - Film and motion’ at the D&AD awards after clearing out the Dutch ADCN awards earlier (Best film Advertising (silver), Best Direction & Best Cinematography).

That success is now followed up by a campaign that features a thieving tumbleweed, a bold plastic bag and several curious cows (+ perhaps some aliens) to assure riders they can leave their VanMoof bikes anywhere without worry.

With six lines of defence built-in, VanMoof turns security into something riders don’t have to think about. Only registered riders, and people they approve on their app, can unlock a bike. The moment a bike is moved, the alarm sounds and riders are alerted via push notifications. Advanced tracking allows VanMoof owners to always know where their bike is and with pinpoint accuracy, even in areas with low coverage. If stolen, VanMoof bikes can be disabled remotely. If a bike is still not recovered after a while, VanMoof’s Bike Hunters can track it down.

Scott Kennedy, CMO VanMoof said, ‘After launching the S6 last year, we've been asking riders for lots of feedback and one of our most-loved features that kept coming back was our Anti-Theft System. We've also seen bike theft remain one of the biggest barriers to buying an e-bike. We knew how advanced our system was compared to others and this also came out in the incredibly low number of VanMoof's that ever go missing. We thought we had to make more of this and tell it in a better way - that's where our internal creative team, ProdCo and Alex Takács came in - telling this story in a way I've not seen before, with a great proposition and wonderful way of showing these opportunistic thieves at work.’

The campaign will run online on Instagram, Meta and YouTube as well as through CRM, VanMoof’s website and on screens in partner stores across Europe.