Following their 2015 Press Lions Grand Prix-winning campaign, The Community and BICI (the City of Buenos Aires Public Bike System), have released another whimsical print campaign, "Don't Act Like a Pedestrian," cautioning cyclists to behave more like bikers while on the road.
According to the agency, following the introduction of its bike program, Buenos Aires has seen its cycling community skyrocket. When the program was introduced in 2010, it featured three stations and 100 bikes. Today, the city has more than 135 kilometers of bike lanesand 200 stations and sees 11 million rides yearly.
With this evolution, more people, including tourists, have been using the bikes for their everyday trips -- and more have been getting lax about safety. The agency explained that a lot of the riders don't follow traffic laws because they haven't changed their "pedestrian" behavior when they transition to bikes.
So to illlustrate this idea, The Community created three different characters, essentially, walkers on wheels -- the dog walker, the coffee drinker and the music listener. Copy cautions against familiar dangerous habits with lines like "Don't turn without signaling" and "Don't go against traffic."