In the summer of 2015, New Belgium Brewing ranning the Zag On campaign, a social media-focused campaign that urged people “who pedal their own path, who zag when others zig” to share their #zagging stories.

The campaign kicked off with a series of videos, entitled “Zealots of Zag,” which highlight the unconventional accomplishments of several people, such as Johnnyrandom, who makes music from found objects, and a couple who made what they call “The Story Bike,” an enclosure on the back of the bike designed to privately record people’s personal stories.