With a new public, automatic bicycle system available for use 24/7, it was time for Buenos Aires to get excited and start thinking of city bikes as the way to be on-the-go, whenever they want. So we created an environmental campaign of clever, whimsical art that caught people’s eye while conveying the idea of a non-stop public biking system.
"It's a transformational, brave print idea." – Paolo del Campo, 2015 Cannes Lions Print Jury President
An environmental campaign of clever, whimsical art that caught people’s eye while conveying the idea of a non-stop public biking system.
"As part of this effort, in just a few short years, Buenos Aires has already become one of the 20 most bike-friendly cities in the world." – Marcos Peña, General Secretary of the City of Buenos Aires
Buenos Aires is a city with serious traffic and public transportation challenges. To combat this stress, the city placed dedicated Bike Lanes throughout the city. But people weren’t used to bikes as a way of getting around.
To promote these lanes we highlighted the health benefits of using bicycles as transportation, and encouraged people them to modify their habits to improve their quality of life.