To help Halfords gear up to enter the high-performance cycling market, we gave them a campaign that put their name right up front. We wanted seasoned riders to think again about the Halfords brand. For many, Halfords was the place they got their first bike. Now they're more serious about bikes, we wanted to show them Halfords are too. We tapped into the insight that cyclists share with other cyclists where they got their parts, accessories and clothes. What we wanted was to show their sheer surprise upon hearing they were now available at Halfords.