This year has been the coldest winter in Britain for 50 years. Comfort, a famous fabric conditioner brand; well known for softness and love, decided to do a little something for people to warm their hearts. And bums. Following a brand strategy of little acts of love, they surprised commuters and children alike, by fitting their cold bike seats with individually designed seat covers. These not only brightened up their bikes, but made riding a little more soft and comfortable. Each cover was unique; lovingly knitted by

hand, in bright and cheerful colours. Each seat cover also carried the brands logo and slogan

COMFORT, AN EXTRA DOSE OF LOVE.