Challenge Kensington & Chelsea wanted to encourage residents to consider using a bike as a default means of transport by telling the story that you needn't be a lycra-clad commuting cycle-warrior in order to use a bike in London
Solution Go out onto the streets capturing real-life cyclists in the borough and shoot them with their bike in situ, as well as tell the story of what they were up to that day on their bike. The portraits formed part of an outdoor exhibition that received a huge amount of publicity and the message that cycling was for all quickly spread.
Services provided Campaign Strategy, Campaign Identity, Art Direction, Film Direction, Exhibition Design