Challenge:

Convince everyday people to park their presumptions about cycling, get out of their cars, and start using a bicycle as a rewarding mode of transportation to get wherever they need to go.

 

Idea:

In addition to using traditional means of communications, we wanted to get our message on to the streets, where we could directly reach our target market in a fun and compelling way. We didn't want to pit cyclists against drivers. We needed to create a campaign that invited drivers in their most vulnerable state (traffic jams) and opened their eyes to a more effective means of transport. 

 

Result:

Rather than paying for expensive outdoor billboards, we spread our message more strategically. We hired cyclists to become moving billboards all across the city, encouraging drivers to realize the benefits of cycling first hand. It became a headline based guerilla campaign, where we disruped people's assumptions that driving a car was an inevitably.

 

Our messages focused on all of the benefits that allowed bicycles to trump cars. From the frustration of rush traffic to saving money through gas, parking tickets and oil changes.