Leading cycling brands and marketing organisations collaborated to launch a joint campaign with the objective of marketing cycling to a broader demographic. By promoting a healthier, happier behaviour change, the overarching aim was to prevent a return to the transport status quo following the pandemic. We were challenged with maximising this shift through our creativity and persuading more Londoners to ditch their cars for a cleaner, greener alternative. At the time, 68% of all UK car journeys were said to have been for trips of less than 5 miles.
A designed campaign identity which clearly highlighted the importance of the answer to all short trips during the pandemic, #BikeIsBest. It was important to stand out so we created a striking and unmissable look and feel based on cyclist road markings and motion lines that could effectively change perceptions and behaviour around cycling as a healthier method of transportation for the environment. The identity considered the requirement for versatility across multiple online and offline media formats and as a result, we took the design further in delivering a brand and campaign toolkit, digital outdoor, print, and ensuring it was functional in its impact across digital environments and their TV ad creative. Following the campaign, 86% of new cyclists wanted improvement in infrastructure to continue cycling after the pandemic.
#BikeIsBest was a new concept for the cycling industry and SR instantly understood what we were trying to achieve. The campaign was developed with incredible pace and enthusiasm from the team and I'm eternally grateful for the hard work they put in during a time where getting more people on bikes was essential. A solid creative team with purpose.
Founder & CEO at Fusion Media
Cycle Advocacy Award