Direct > Channels

SHADOW ROBBERY

McCANN COLOMBIA, Bogota / SURA / 2018

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Overview

Credits

Overview

CampaignDescription

Cyclists leave their bikes chained to posts, signals or trees and in Colombia that is no guaranty for security, so we used the road to give our message and painted shadows of stolen bikes all-over the city.

Execution

We selected the most common bike routs in the city to deliver our message. And used February and March. The shadow was painted in a 1:1 scale. It was a real shadow from a real bike.

Outcome

Bikes are still one of the best and growing ways of transportation in the city and more and more cyclists are now insured and keep riding the streets of Bogotá.

Relevancy

It's a piece that is located directly where our interested audience spends most of its time. We wanted to give our message in the most relevant place, the road and the specific locations where cyclists lock their bikes.

Strategy

Every 3 hours a bike is stolen in Bogotá

Cyclists all over the Colombian streets

We used the road to give our message and painted shadows of stolen bikes all-over the city. And let them know that there is a Bicycle insurance thanks to SURA.

Synopsis

Bicycle Theft is a growing problem in Colombia and Sura one of the biggest insurance companies in the country has a product for that, The Sura Bike insurance. Stop riding is not the solution and cyclists need to be aware of the danger.

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