To strengthen its connection with young families, Babboe shifts its brand focus from functional benefits to emotional impact.

​“Magic in the Ride” is an emotional, imaginative campaign that transforms everyday cargo bike journeys into fantastical adventures—in the eyes of children. We moved Babboe’s brand story from hardware to heartfelt joy.

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Challenge
Babboe wanted more than product messaging: they needed to showcase the emotional power of a cargo bike—its ability to spark wonder for both kids and parents, reflecting why families choose Babboe.

Strategy & Concept
We anchored the campaign around a simple insight: for children, every ride is an adventure. With hand-drawn frame-by-frame animation overlaying real ride footage, we brought kids’ imaginations to life. A trip to school might become a rollercoaster. A ride to grandma’s could transform into a sea voyage—encapsulated by our line: “Magic in the Ride.” 

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Execution

I led the agency selection, defined the new positioning, and oversaw creative development—anchoring everything in Babboe’s core purpose: making life easier for parents and more magical for kids.

• Partnered with animation studio Make ’em Say and production house Since ’88 to produce three evocative, animated videos: Pirate Ship, Rollercoaster, and Sea Voyage. 

• Launched internationally across six countries via video, social, display, and out-of-home channels. 

• Featured as one of Babboe’s major brand initiatives since their first campaign 15 years ago. 

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Outcome

• Meaningful brand refresh anchored in emotional storytelling

• Strong resonance with modern families—shifting perception from functional transportation to magic-filled experiences​

• Reinforced Babboe’s heritage while inspiring future brand growth

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My role: Head of Marketing 

Company: Babboe (Accell)

Agency: Dentsu Creative Amsterdam

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