BRIEF
Create a campaign that would boost urban cycling. Client: Specialised.
MY RESPONSE
The target audience was young urban dwellers, commuting to work by public transport. Most likely already own a bike but don’t look at it as a viable transport option.
I asked myself, what might they like about cycling in the city? What is good about it? How does it feel? And the answer was clear, it gives you freedom. You won’t get stuck in traffic — you can stop anytime and enjoy new views and start new adventures.
I created an app where you can join daily challenges that would nudge you into using your bike. Every time you accept a challenge you would get points that give you rewards (discount codes etc.). The app is advertised offline, close to transfer hubs where our audience can be reached. I used an illustrative style to bring the adventurous nature of cycling to life.
