Buenos Aires is the only Latin American city ranked on "the most bike-friendly cities in the world" list.

The Buenos Aires bike program began in 2010 with 3 stations and 100 daily rides. Today, the city has more than 135 km of bike lanes, 200 stations and 11 million rides per year.

So, throughout this time, a lot more people started using bikes for their everyday trips around the city, even tourists from all over the world.

This campaign aims to educate all those new cyclists.

We realized that most of them don’t follow the traffic laws because they don’t change their pedestrian behavior when they switch from walking to cycling.

In other words, they keep thinking like pedestrians.

To bring this concept to life in an interesting way, we designed 3 different characters inspired by the way some people act when they’re on wheels.