The Community's campaign for the City of Buenos Aires Public Bike System has won the Grand Prix for Press at Cannes.
Many big cities now boast public bicycle systems, including Buenos Aires. Unlike most major metropolises, however, the Argentine capital's bike program ran from 8:00 am to 8:00 pm -- until recently. This year, the service became 24/7, so to promote the news to city dwellers, The Community (formerly known as La Comunidad) debuted this fun, illustrated print and OOH campaign, "Never Stop Riding." To demonstrate the non-stop nature of the program, it personifies the wheels of a bike as familiar "partners" in a chase: a baby and a breast, a dog and its tail and a squirrel and a chestnut. The campaign was created out of La Comunidad's U.S. office.
During the Cannes Lions press conference, "It's very hard to find transformational ideas in print, in this category," said Press Jury President and Worldwide Creative Director for Saatchi & Saatchi Argentina. "It was very brave. We thought this one more challenging."
For more on today's winners at Cannes, head over to AdAge.com