Like many cities in the world, Buenos Aires has a public bicycle system. But until this year, the system was operating only from 8:00 a.m. to 8:00 p.m. In 2015, the city of Buenos Aires launched a new automatic bicycle system that operates full time—public bikes can now be used 24/7.
To spread the word of this new service, we created a campaign with a non-stop feeling. Inspired by the spinning bicycle tire, our characters took a rounded form, and their features were designed with a subtle pattern of circular lines to impart a sense of motion.The exaggerated expressions reinforce the energy of a never-ending chase.
Additionally, we made a hand-drawn typeface for the tagline, so it would look as if it were written with the bicycle chain pulled from the illustration.
The campaign will be launched during the month of April and will include magazine ads, posters, subway-station and street billboards, and guerrilla advertising.
This campaign is part of a program that started in 2010 with only 3 bicycle stations and an average of 100 trips per day. In 2015, there will be over 200 stations throughout the city providing more than 11 million trips per year.