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Bikes are one of the highest taxed products in Brazil. Over 70% of a bike's price is comprised of taxes. For comparison, cars are taxed at 30%. Furniture prices at 12%. That fact doesn't get enough attention nor outrage between Brazilians for one reason: they just don't know it. To communicate that amongst the bike consumers, we decided to break the law. We created The Outlaw Bike, a bike that pretends to be furniture so it pays less taxes. 

A product designed to get the attention of all unsuspecting Brazilians. It can be assembled both as a bike and as furniture. When assembled as a bike: 70% taxes. When assembled as furniture: only 12%. It's built with the same parts and the same materials, it's just put together differently. A small difference that makes all the difference. After presenting our bike, we asked bikers and bike lovers just one thing: get off their asses off and do something about it.

Advertising Agency:Talent Marcel, São Paulo, Brazil
Creative Director:Philippe Degen, Eduardo Martins, Daniell Rezende, Rodrigo Tortima
Art Director:Sérgio Takahata
Copywriter:André Jardim
Bike Design:Cardoso Cycles
Photographer:Rodrigo Ribeiro
3d Modeling:Fuze Image
Production Company:Boiler Films
Director:Dulcidio Caldeira
Executive Producer:Gabriel Dagostini
Account Services:Priscilla Sanches, Rebeca Broncher, Kiki Eisenbraun, Sabrina Geraissate
Production Coordinator:Letícia Xavier
Post Production Coordinator:Fezão Barbieri
Assistant Director:Nina Coimbra
DoP:Ted Abel
Production Director:Tadeuzão Piantino
Editor:Ricardo Quintela
Audio Production Company:Jamute
Producer:James Pinto, Daniel Teles
Executive Audio Producer:James Pinto
Coordination:Juliana Zuppo e Cassia Garcia
Sound Engineer:Otávio Bertolo, Fernanda Galetti, Rafael Laurenti
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