TitleRide On
Campaign Ride On
Advertiser Cowboy
Brand Cowboy 4 (C4)
Date of First Broadcast/Publication
Business Sector Other Vehicles
Philosophy To celebrate the upcoming launch of its most technologically-advanced electric bike to date, Cowboy partnered up with Amsterdam-based creative agency WE ARE Pi to make the 'Ride On' campaign.

The hero film opens with a woman connecting her smart phone to her Cowboy 4 (C4) e-bike before gliding through a city that comes to life around her. The effortless nature of riding the C4 allows her to truly appreciate the sights, sounds and feel of the city. Cycling becomes a sensory experience – you’re truly present, at one with the flow and rhythm of your environment.

To bring the film to life, WE ARE Pi worked with production company CZAR, collaborating on photography with London-based photographer Jack Davison. The aim was to show how transformative an e-bike riding experience can be when every element of the design is crafted to limit distractions, allowing you to ‘tune in and ride on’.

With its intuitive design and user experience, the C4 boasts a number of category-leading features, including the ‘smart-companion’ cockpit for phones, a removable battery, gear-less pedal assistance and theft protection. It also comes in a range of three colours and in both a step-through and sports model. Officially released on 7th May 2021.
Media Type Digital
Market Belgium, United Kingdom
Production Company
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