Context: Like many cities in the world, Buenos Aires has a public bicycle system. But until this year, the system was operating only from 8:00 a.m. to 8:00 p.m. In 2015, the city of Buenos Aires launched a new automatic bicycle system that operates full time—public bikes can now be used 24/7.
Insight/Idea: To spread the word of this new service, we created a campaign with a non-stop feeling. 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..
Results: This campaign is part of a program that started in 2010 with only 3 bicycle stations and an average of 100 trips per day. In 2015, there will be over 200 stations throughout the city providing more than 11 million trips per year.