Amsterdam is the city of bikes. Which naturally means also the city of bike thieves. Each year about 9.616 bikes get stolen – not even that many if you know that the city has close to a million bikes.

Anyway, AXA now presents the “strongest bike lock on the market” and according to the poster “The lock that you should have had on your previous bicycle” – photo is taken next to the famous bike flat next to Central Station. It’s called the AXA Victory. Impossible to break – is what they say. TBWA created the lettering in this poster from the bits and pieces of broken chains that were found in the streets.

Here’s the making of.