British Cycling: For Everyone by Music

Agency: Music
Date: May 2017
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Music launches British Cycling’s new ‘For everyone’ campaign to inspire people nationwide to get on their bikes

Music has launched a brand campaign for British Cycling that spans communications for their recreational events and initiatives. The main objective is to inspire everyone to visit and sign up to one of the many free rides including mass-participant city rides, local women-only riding groups, or under-16s coaching.

British Cycling appointed Music to create a year-long campaign that will encompass the organisation’s five key partnership programmes with HSBC UK; HSBC UK City Ride, HSBC UK Go-Ride, HSBC UK Ride Social, HSBC UK Breeze and HSBC UK Guided Rides. The campaign spans OOH, digital advertising, radio and a 60 second film. Music have also created event branding for HSBC UK City Ride events – continuing the theme of the campaign into the experience itself.


Adam Rix - Creative Director

Paolo Carniel, Adam Rix and Chris Miller- Copywriters

Lottie Brzozowski - Designer

Oliver Wigglesworth- Designer

Photographer - Shaw and Shaw

Project Management - Amy Alexander

Production Management- Shelley Wood

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