Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.

Client
Veloretti

Agency
Anomaly

Role
Creative Director, Director

How to propel a brand to the head of the velorution?

Context In Europe’s biggest cities the war between cyclists and cars has never reached such a hot spot. In cities such as Paris, London or Roma, cyclists suffer from the noise, the pollution and the danger caused by the many vehicles of the road.

Mission How to propel Veloretti — an independent bicycle brand from Amsterdam — to the head of the velorution?

Idea F*CK CARS, a straightforward message to all the cars out there. But instead of saying it out loud, we said it… with a bike, of course.

Above Launch Film for Fuck Cars.

Above F*CK CARS, a gentle reminder that it's two wheels, not four, which should own the cities.

How does it works?

On one side, we biked through the city on a Veloretti bike equipped with a GPS emitter, turning Amsterdam's streets into a literal canvas.

On the other, a CNC drawing machine was receiving the bike's GPS data in real-time and tracing its movements on a blank sheet.

Above The GPS data being processed in real time into the CNC drawing machine.

Owning the cities back

In the end, the marked path of the bike ride forms a series of posters and a striking message: a 76km long 'F*CK CARS'.

'We started Veloretti not just to create the ultimate riding experience, but because we believe in cycling as the sustainable mode of transport for the future and hope to encourage people all over the world to take up cycling as an integral way to improve our environment and the way we interact with our urban landscape.' said Ferry Zonder, Founder of Veloretti.

Posters

Press

Shots
Veloretti: F*CK CARS

The Drum
Ad of the Day: Veloretti puts a middle finger up to cars with a 76km bike ride

Bikebiz
F*CK CARS, says GPS track of Amsterdam in Dutch bike brand’s promo video

La Reclame
Une bien jolie façon de dire « fuck » aux voitures

Since 2023, I've been working at GUT Amsterdam.

Current

2023 → Creative Director
@ GUT Amsterdam

Past

2021 → Creative Director
@ 72andSunny Amsterdam
2020 → Associate Creative Director
@ 72andSunny Amsterdam
2018 → Senior Creative
@ 72andSunny Amsterdam
2017 → Associate Creative Director
@ Anomaly Amsterdam
2015 → Senior Creative
@ Anomaly Amsterdam
2013 → Senior Creative
@ Fred & Farid Paris
2012 → Art Director
@ Magic Garden
2010 → Art Director
@ TBWA Paris

Awards

Don't Drink Hertog Jan
→ Cannes Lions 2024
SILVER (Direct)

Torrents of Truth
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)
→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)