SuperValue regularly runs promotions where any purchase at their stores entitles the customer to enter a draw. The prize for this competition was Avanti Bikes. The brief stipulated that supplied images of the bikes were used in the promotional material. The marketing manager also wanted the bike to be displayed. Starting with the display, a simple A-frame silhouette cut-out of a child was created to work in conjunction with the bike. The concept was then turned into posters for display in windows and walls around the store.