FUNKY FOOL ON WHEELS

A standard ad placement for DOTT on Car-Free Day would have been ignored. Shadow to Live imagined something else entirely: a story the media would want to tell on their own.

Car-Free Day is one of the most strategically valuable moments for urban mobility operators, but the competition for attention is intense. Every brand wants to be visible. Few actually succeed. When Shadow to Live spotted the opportunity, the approach was clear: DOTT shouldn't communicate about its services, it should embody something. The freedom of movement through the city. And to embody something, you need a story, a character, and a concept that has never existed before.

The concept: a DOTT bike transformed into a fully functional bike-DJ, custom-designed and built from scratch by Shadow to Live, with a professional turntable setup and an onboard sound system. Behind the decks: Funky Fool, a Brussels DJ represented by Shadow to Live as his booking agent and one of the city's most instinctive party starters. The narrative coherence was complete: DOTT embodies the freedom of urban movement, Funky Fool embodies street celebration, and together they told the story of Brussels reclaiming its streets.

The results exceeded all expectations. The media didn't cover DOTT, they covered the concept. Funky Fool gave TV, radio and press interviews about an experience he had never lived before, a first in Brussels and in Belgium. And it was precisely because the artist was at the centre of the story that the brand received editorial coverage no conventional advertising budget could have bought. DOTT recorded a record number of new user sign-ups that day.

This is exactly what Shadow to Live designs when it conceives an artist-brand partnership: not a logo on a banner, but a collaboration that makes sense on both sides, creates a story worth telling, and transforms brand visibility while simultaneously advancing the artist's career.