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Without a doubt, EGO Movement’s e-bikes are pure eye candy. And just like a child in a candy store, Stefan S. couldn’t hold back his excitement, but he went a bit too far: After arranging a test ride with one of the e-bikes, he decided to keep it — without paying for it. Admittedly, we were somewhat impressed by his bold move. Bold, but not very clever.

Stefan S. forgot to take the charger with him, and since he left a copy of his ID at our [Inspiring Goods Store] at Bikini Berlin, we did what everyone would do in this situation: report him at the next police station. We also did what no-one would do in this situation: start a guerrilla campaign with the aim to get our e-bike back.

With posters all over the city and a website dedicated to finding Stefan S., we made sure he knew that we weren’t happy. We warned him that we’d cover the city with posters of his ID photo after a 10-day countdown (of course we didn’t intend to follow through with this). There was even a reward for everyone who helped us find the e-bike, as well as announcements on social media and in the press.


Bikes get stolen at an alarming rate in Germany. Every 90 seconds another one disappears, and usually for good. Accordingly, we didn’t have high hopes that we’d ever seen our e-bike again — but Stefan S. got caught eventually and he definitely won’t be stealing bikes anytime soon. We like to think that we played a role in keeping more cyclists united with their beloved bikes. At least for one summer.

FOUNDRY is founded on an entrepreneurial spirit which drives us forward in our quest to create extraordinary and meaningful marketing and branding concepts that will stand the test of time. We invest in new technology, innovation and implementation of the highest quality in order to develop relevant and captivating brand content, and help support new brands on the road to success from day one. We think channel-neutral and focus on amazing storytelling, brand aesthetics and ideas that encourage dialogue and get right to the heart of the target group.

FOUNDRY is an international team of designers, digitalists, advertisers, trend researchers and strategists that are united by two things: they are committed to exciting partnerships with brands and products across the world and are fascinated by things that add value. We love developing visions with other companies, working with them every step of the way and throwing ourselves wholeheartedly into every process. Our motto speaks for itself: Inspiring business