04/21/22

"Sei nit fad, fahr Rad" - Cycling Awareness Campaign


Innsbruck, 04. April 2022 - The Regional Government of Tyrol has launched their new awareness campaign "Sei nit fad, fahr Rad", promoting cycling for short journeys in the region. 

The official launch of Seit nit fad, fahr Rad [Bike is Best] with the first of five episodes marks the conclusion of a tremendous project for Rocketfuel, which we were honoured to produce in collaboration with Johannes Aitzetmüller of Fancy Tree Films for the regional government of Tyrol [Land Tirol] in 2021.

The production of such an awareness campaign promoting the switch to cycling for shorter distances is a subject close to our hearts. It is those short journeys - meaning journeys of distances less than 5 kilometres - that make up two thirds of our daily commute, and by switching our mode of transport to cycling we can drastically reduce CO2 emissions while directly enhancing urban quality and reaping health benefits. Cycling therefore is an integral part of future mobility concepts - and one of the key factors essential for reducing greenhouse emissions and the effects of climate change. Or to put it simply: Bike is best - for all of us, our community and the environment.

In our sustainability and climate strategy as well as in the Tyrolean mobility programme, the promotion of environmentally friendly mobility behaviour is one of the central goals - and cycling plays a decisive part in this. The many advantages that cycling brings for the climate, from reduction of traffic and noise pollution to important health benefits, are to be raised through this new awareness campaign over the coming months.“
-Ingrid Felipe, Landeshauptmannstellvertreterin Land Tirol

This all sounds pretty serious and not at all like outdoor adventures - but our environment is changing, and things are changing fast. Since we spend a lot of time outdoors and in the mountains we experience these changes at first hand, and it is frightening to see and feel how nature is affected by climate change. 

We truly believe however, that everybody can make a difference. It just requires some positive inspiration - hence why we have developed this humorous five-part video series motivating people to switch to cycling, rather than pointing fingers and going all dark and gloomy. With Sei nit fad, fahr Rad we have taken the themes defined by the Government of Tyrol and positively power-charged them both visually and in the storytelling in order to achieve a cheerful sentiment, while finishing each episode with a key learning for our main character.

The outcome are five terrific videos* covering the following themes: 

• Cycling is fast 
• Cycling is cool
• Cycling is affordable
• Cycling is environmentally friendly
• Cycling is an adventure 

*Note of the editors: come on! it had to be said...

Episode 1 - Cycling is fast

Episode 2 - Cycling is cool

Episode 3 - Cycling is affordable

Episode 4 - Cycling is environmentally friendly

Episode 5 - Cycling is an adventure

We would like to thank Teresa Kallsperger, Michael Bürger, Christoph Oberndorfer and all other team-members of the Mobility Planning Department at the Government of Tyrol. The entire process has been an inspiration, with a tremendous level of cooperation and positive exchange over the whole production period from conception to launch.

Special thanks go out to our main actors Julia Pleiner & Daniel Hug, who have brought our story to life. To Beatrix, the best production and camera assistant and cargo-bike boss ever -  and of course our supporters Specialized Deutschland and 8bar bikes, who supplied our production with the best bikes one could wish for.

The Crew

• Fancy Tree Films: Director & DOP
• Rocketfuel: Concept, Producer, Co-Director
• Schnittraum: Post-Production
• Fifth Music: Sound Design
• Stefan Ringler: Photography

Vanishing Lines

To find our more about the effects of climate change on Alpine landscapes please check out Vanishing Lines, a documentation created in collaboration between Fancy Tree Films and Patagonia Europe and released in 2022.

Media Enquiries

About Rocketfuel

Rocketfuel has been mastering the rocket science of impactful marketing since 2021. Founded by two mountain-lovers, one edging more on the extreme, the other one more bothered about a decent Kaiserschmarren to balance out the exercise - both united in the love of bikes and a huge dislike for all the marketing blahblah in this world.

Brand Consultancy. Communication. Destination Development. Content Production. Rocketfuel - this is the sign you have been looking for.
Kerstin Rosenkranz