Tom Boonen Juice Bike for LIDL
In the final days of 2015 I was contacted by BBDO with a juicy challenge: to design and build a machine that could translate the energy of a top cyclist into an amount of fresh orange juice from a professional citrus press.
The cyclist was non other than Tom Boonen. Tom would set a challenge for anybody who is up to it, by riding 1 kilometer on the machine and producing as much juice as he can. Now, anyone can find the machine, and try to ride the same kilometer on the same machine, and he or she can take home their freshly pressed juice.
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