The Rock Machine campaign is at once welcoming and unwelcoming. It focuses on road signs that list the immediate dangers of a particular path, yet instead of warding off daredevils, they invite them right through. That is because the print ads are geared towards specific daredevils, those who are riding a Rock Machine bicycle.
Created by Rust, an ad agency based in Prague, Czech Republic, the Rock Machine campaign was both creative directed and photographed by the multi-talented Robert Houzar. The graphic designs were executed by Lucie Šumberová. With such serious warnings as "Unsafe rock area. Welcome" and "Poisonous snakes and insects area. Welcome," copywriter Martin Chlup clearly had some fun penning the lines for the campaign.