When you think of Amsterdam, you picture canals and bicycles. Sadly, Amsterdam’s bicycles often end up in its canals. Amsterdam has 800 km of bike lanes and more bikes than inhabitants, so bikes are the city’s most prominent means of transport. Each year almost 15 thousand bikes drown in its canals.
V2C, the Amsterdam gin brand, and creative agency, SuperHeroes, have come up with an idea to pay homage to the city and give these drowned bikes a second life. It’s turning them into bottle openers.
The Drowned Bottle Openers were designed by artist and designer, David Kroupa. Each bottle opener originates from a different part of a drowned bike. All are finished off with V2C’s trademark red seal, resulting in a unique handcrafted set of tools for bartenders and gin lovers.
Jorgo Costellenos, co-founder of V2C Dutch Dry Gin, commented, “When you work and live in Amsterdam you use your bike every day. That inspired us to unite cycling in the city with our love for the Amsterdam canals. With the help of David, we could turn old bikes into beautiful bottle openers that will last for a long time. Plus, how special is it to open your bottle with a piece of a drowned bike?”
Django Weisz Blanchetta, managing director of SuperHeroes Amsterdam, added, “V2C is a young independent gin label and we’re proud to help them gain attention in a crowded gin market.
“This campaign is one of the activities we are rolling out with V2C. It perfectly fits with the brand’s Make it Memorable positioning and connects well with our post-advertising approach, in which we look at a mix of activities on different customer touchpoints to gain attention for brands.”
The Drowned Bottle Openers may be pre-ordered here.