A diesel van,
born again as electric.
BEDEO · Reborn Electric
Concept and art direction ·
created agency-side, for BEDEO
(The brief)
Retrofit makes a transformation
sound like maintenance.
BEDEO converts diesel vans to electric instead of replacing them. Useful, but the word around it was “retrofit”.
(01 · The reframe)
I stopped thinking about conversion and started thinking about rebirth. The image that unlocked it was almost religious: arms raised, that moment of release when something comes back better than before.
A diesel van,
born again as electric.
That opened a whole visual world of revelation and celebration, and gave a dry B2B product real personality while the proposition stayed clear.
(02 · Where it lived)
Advertising, social, and the vans themselves, which made the product its own media.
(03 · What it did)
It won the pitch,
then it stuck.
Reborn Electric became the name of BEDEO’s retrofit line. It’s still what they call it.
Find why people aren’t doing it. Then build the thing that makes them want to.
annaliisa@tinyforce.ccThe diagnosis + the creative direction to make it real. One week to find the problem. Then the idea, the art direction and the work to answer it.
