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.
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