Every cyclist knows a Park Tool when they see it. Its trademark Blue (no, really, Park Tool Blue is trademarked), stands out and means quality. So when Park Tool asked Adventure to help them with creative concepting for their 2010/2011 ad campaign, we had to bust out all the creative tricks in our toolbox. Park Tool is the world’s leading supplier of bike tools (but they’re too humble to shout it out), so we created a strategy that would highlight the benefits of Park Tool products, with photography and design that gives a nod to their signature color, all while being somewhat modest about their amazing, industry-leading products. The result hit the stands this month – look for this first ad in Bicycling, Bike, Road Bike Action and Velo News… with more to come.