The challenge was to foster bicycle use coming from a different message, one that brushed on a human truth but subverted it in a fun way.

Often it's hard to tell when someone does something good. However, it's far clearer when they do something wrong. This is the truth that we explored in a fun way, using high impact illustrations. After all, riding a bicycle can be so good for the planet that it might just be a way to make up for our everyday little misbehaviours.

The concept, based on an universal truth, and the distinct visuals made the posters surpass our expectations and go from print to digital. Besides the high impact in the places where they were hung, they were highly featured on both national and international media, opening discussions on web-communities about the use of bicycle and alternative means of transportation.