Porteur is a new bicycle brand with a characteristic and unique design. One early morning, cyclists in Stockholm were surprised by the latest ad stunt from the brand. A new, unused media that cyclists unconsciously look for everyday was explored. 

Using water soluble paint, ads were made out of the road markings pointing out the bicycle lane. Those who visit the campaign site, www.porteur.cc/sale , receive a 10% discount on purchase. But you have to be quick - when the water soluble paint disappears, so does the discount.