Leeman Döner Smears Cyclists with Kebab Sauce for Maats.cc Collaboration

Amsterdam-based creative agency Zerotrillion has delivered a fresh and humorous take on cycling culture in its latest campaign for local cycling brand Maats.cc, in collaboration with neighbourhood institution Leeman Döner. The 'Döner when Döne' campaign, a playful mix of bikes and kebabs, highlights both Maats' commitment to the community and its fun-loving spirit.

The campaign is centred around a 30-second film and a series of wild postings scattered throughout Amsterdam. The video, shot in Zerotrillion’s in-house studio, starts as a traditional fashion shoot - until the poised, model-like cyclists break character to ravenously devour massive, sauce-drenched kebabs. The posters, featuring cyclists with kebab sauce messily smeared across their faces, poke fun at the polished, high-end image often associated with the cycling world.

More than just a clever visual twist, 'Döner when Döne' aims to drive awareness of Maats' ongoing support of local businesses and the annual Maats x Leeman Ride, an event that has become a staple of the community. Now in its fifth year, the ride brings together 100 cyclists for a relaxed 45km tour, ending with participants enjoying Leeman Döner’s signature kebabs and cold beers at Maats’ De Pijp location.

“This campaign was all about having fun with the serious image of cycling while celebrating the local businesses that keep our community thriving,” said Justin Mulcahy, Zerotrillion’s creative director. “Bikes and kebabs may seem like an unlikely pair, but the combination was perfect - and we couldn’t be happier with the reception so far.”

Rob Schoof, founder of Maats.cc, echoed the sentiment, “Zerotrillion captured the essence of our brand perfectly. This campaign isn’t just about cycling - it’s about building a community with our neighbours, like Leeman Döner. The fifth edition of the Maats x Leeman Ride will be a highlight for us.”

The 'Döner when Döne' campaign underscores how creative work can shine a light on local businesses while bringing people together. With humour, bold visuals, and a community-first approach, Zerotrillion and Maats.cc have successfully created a campaign that not only entertains but strengthens the bonds within Amsterdam's local scene.