Ogilvy Japan's Gyrokinetic Spokes for UberEATS Japan Aims to Raise Cycling Safety Awareness

Ogilvy Japan has just launched a road safety campaign - “Safety Spokes” - using UberEATS bikers as the main focus of the piece. The goal was to raise the brand’s profile in an innovative way and at the same time encourage more consideration towards cyclists. The safety of its bikers is paramount for UberEATS. By equipping UberEATS bikes with a Gyrokinetic LED system, each wheel was transformed into a digital screen that comes to life once the bicycle is in movement. 

Three different safety messages are glowing on the streets of Tokyo: See Me, Give me Space, and Care for Me. Using an iconic animated character and colours inspired by the cautionary road signs of Japan, these wheels call for attention on the road and raise awareness for bicycle safety. The campaign was made in partnership with Eyes Japan, a Fukushima based tech startup.