The Community's Fantastic Illustrations Aim to Get People Cycling

The community, (formerly La Comunidad) has launched a new campaign for the Buenos Aires Public Bike System. To spread the word of the city’s new 24/7 automatic bicycle system, the community created a campaign with a non-stop feeling using the tagline “Never Stop Riding.”

Inspired by the spinning bicycle tire, the work depicts rounded characters with exaggerated expressions to reinforce the energy of a never-ending chase, including moths pursuing a light, a dog chasing its tail, a baby going after a breast and a squirrel after an acorn. Their features were designed with a subtle pattern of circular lines to impart a sense of motion. Additionally, a hand-drawn typeface was used so it would look as if it were written with the bicycle chain pulled from the illustration.

The campaign will include magazine ads, posters, subway-station and street billboards and guerrilla advertising. This is part of a program that Buenos Aires started in 2010 with only 3 bicycle stations and an average of 100 trips per day. This year, there will be over 200 stations throughout the city providing more than 11 million trips per year.