Slow is the new black
Indeed, Slowbiking is a thing. So much so, that there are Dutch National Championships for it. Providing the organisation with a fresh new house style to promote the 2016 championships, we had the compelling challenge to make something slow seem dynamic, fun and energetic.
To accomplish this, the illustration of the Slowbiking cyclist is inspired by the jittery, staggered movements that occur when trying to cycle as slowly as possible, or better yet, stand still on a bike. We also carried this thinking through when creating the animated elements for the spoof sports journal, which was used as a trailer to promote the events.
CLIENT: Cycle Fun Productions
Produced under the WE ARE MACHINE collective
ERMAGHAD, CAN YOU GO ANY SLOWER?!
Twitching and staggering to success
Get ready… Get set… GO SLOWLY!
Well, actually, it’s not quite what you’d think. With Slowbiking the challenge is to stay in the same spot for as along as possible. The aim of the game is keeping calm and steady in order to be the last person to cross the finish line. Within your lane, you need to cover a distance of 11 meters in the slowest possible time, without touching the ground. The Dutch artist Kaspar König came across the sport in China and brought it to Europe.
The Wall Street Journal wrote an article about the sport a while back, stating:
– Wall Street Journal
“if there [are] slow-food and slow-travel movements, there [should] be one for cyclists” and “even in the world of take-it-easy biking, the competition can get fierce”.