Strategy & making.
Culture & technology.
All projects
Caloi / Product launch · Brand revivalBrazil

An icon, recharged.

Mobylette Caloi Elétrica

My contribution
Creative strategy for brand activations

‘A Lenda Voltou’ introduced the electric Mobylette in 2022, bringing a familiar Brazilian name into a new chapter of urban mobility.

Electric Caloi Mobylette bicycles against a colorful urban facade

01 / The starting point

Mobylette returned in 2022 as an electric bike. Its familiar name carried a history, while its new format gave the launch a different story to tell about getting around the city.

02 / The creative direction

Build the launch around ‘A Lenda Voltou’ — ‘The Legend Is Back.’ The concept used the product’s heritage to introduce its electric comeback, connecting recognition of the original with the new bike.

03 / The execution

A campaign featuring Anairam de León and Lucas Pierotto presented the electric Mobylette through urban imagery and social media content. The city provided the setting for the product’s new chapter.

Go-to-marketBrand heritageUrban mobility
Mobylette Caloi Elétrica — project image 2Mobylette Caloi Elétrica — project image 3Mobylette Caloi Elétrica — project image 4Mobylette Caloi Elétrica — project image 5

Keep exploring / Next project

Converse × TITAN 22

04 / Good things start with a conversation

Something
worth building?

A brand with a new direction.
An idea ready to take shape. Let’s talk.

itsmeartb@gmail.com