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Creative

The Community's Fantastic Illustrations Aim to Get People Cycling

lbbonline.com, 2 years, 6 months ago

Eclectic ads form part of the Buenos Aires Public Bike System campaign

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.


Creative Agency

Account Executive: Oriana San Martin

Art Director: Fernando Reis, Guilherme Nóbrega

Associate Creative Director: Fernando Reis, Marcelo Padoca

Chief Creative Officer: Joaquín Mollá, José Mollá

Copywriter: Marcelo Padoca

Creative Agency: The Community

Group Account Director: Daniel Gergely, Sebastian Diaz

Illustrator: Arthur D’Araujo

Category: Corporate and social , Safety

Genre: Print