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Crispin Porter + Bo-gusky captures the competitive spirit of bicyclists in its first print campaign for Hydrapak, a division of Bell Helmets and Giro Sport Design.
The Miami shop took the tough road course, according to CP+B copywriter Ari Merkin, in positioning the Santa Cruz, Calif., client’s product, a backpack that holds 100 ounces of water.
“Most professional racers wouldn’t consider a hydration pack because it’s cumbersome, yet serious riders out for several hours would buy these,” said Merkin.
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