To recreate the last ride of cyclists who lost their lives in traffic accidents with self-driven bikes, reminding everyone that there is a life on every bicycle.

To achieve this, victims’ families gave us access to the real GPS data of their last rides, so we could reproduce them.

The action was launched on International Bicycle Day. Bicycles traveled the last routes of victims on the roads of Spain during the days before and after the official launch of the campaign. Additionally, during the week of the launch, the contents of the website were energized and people were invited to join the initiative: reporting and registering on a collaborative map all those dangerous hotspots for cyclists on Spanish roads. The campaign was launched nationwide (Street, Social Media and Website) having impact in both national and local media.

-More than 70M organic impacts in just one week.

-More than $ 800.000 earned media

-#Almasciclistas, 1 Trending Topic both Twitter and Facebook

-Average Time Spent on Site : 01:44

-The hashtag we created for the campaign, is being used by people on Twitter everytime a new cyclist have an accident on the road.