To announce the upcoming "ride for heart" health ride, Becel took apart a wheelchair and built a functioning bike out of it. The message: From hospital to health. The product connection: Becel lowers your cholesterol, and exercise helps too. The creators, agency59 in Canada.

ad agency: agency59

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.