Last year, the Buenos Aires Public Bike System expanded its bicycle-sharing program to make the city’s bikes available 24/7 instead of just 12 hours a day. To make the city’s residents and tourists aware of the change, it partnered with multicultural agency The Community to create a whimsical out-of-home and print campaign that would capture people’s attention.
The campaign featured quirky pastel illustrations and utilized the tagline ‘Never Stop Riding’ to make its point that the service is now available all day, every day. To bring this concept to life in the drawings, The Community replaced the wheels of a bicycle with “partners in a constant chase,” like a squirrel hunting for acorns or a dog chasing its own tail. Last year, the agency took home the Press Grand Prix at Cannes for the effort.
While the campaign helped generate buzz for the service and its new hours, it also meant a lot more people would be riding bikes at all hours of the day, raising safety concerns since many new riders were still “thinking like pedestrians” while cycling.
To maintain Buenos Aires’ status as a bike-friendly city, the public bike system once again tapped The Community to create a campaign, this time asking the agency to create print and out-of-home work that would educate riders about traffic laws.
The result is another round of illustrated work that features three different characters. Called ‘Don’t Act Like A Pedestrian,’ each ad points out how pedestrian traffic laws differ from cycling ones.
Buenos Aires Public Bike Service
"Our new campaign is giving [riders] lighthearted advice on cycling etiquette,” said Fernando Reis, associate creative director at The Community. “One thing that we always keep in mind with our campaigns for the Buenos Aires Public Bike System is that we need to continue to invite people to cycle. The campaign should essentially feel like riding a bike – fun, carefree and with a sense of discovery. So creating these universal characters was the best way to engage people, without pointing the finger on anybody.”
Guilherme Nóbrega, senior art director at The Community, said that creating a campaign that would encourage riders to enact new cycling behavior “felt very fresh to us.”
“The various layers, patterns and textures, body language - all of it was created to enhance and trick our eyes, just like the confusion new cyclists feel when they don’t know how to behave in traffic,” he said.
The Community, which is owned by SapientNitro, has offices in Miami and Buenos Aires. It has worked with brands including Corona, Verizon and Converse.