Cannes Lions

THE BUENOS AIRES PUBLIC BIKE SYSTEM

LA COMUNIDAD, Miami / CITY OF BUENOS AIRES / 2015

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Case Film
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Overview

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Credits

Overview

Description

We are promoting the public bike system that is now available 24/7, so it was only natural to use the actual bikes as our promotional element. This promotion/activation reached those who rode the bike by having them be an active participant in the never-ending chase between our characters and the object they desire most. On each bike, there was copy calling for people to never stop riding and the public bike system’s 24/7 availability.

Execution

To promote a 24/7 service, we created a campaign with this same non-stop feeling. Inspired by the spinning bicycle tire, our characters were illustrated using a pattern of circular lines to create the sense of motion. Inspired by the spinning bicycle tire, our characters took a rounded form, and their features were designed with a subtle pattern of circular lines to impart a sense of motion. The exaggerated expressions reinforce the energy of a never-ending chase.

Outcome

This campaign is currently active and we have noticed that public response has been very positive and automatic stations are being used. Thanks to our message of 24/7 use, people are now aware that the system is open at all times and people are taking advantage of this.

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