To remind all new cyclists from Buenos Aires to follow traffic laws, we created a campaign asking them to stop thinking as pedestrians.

Our characters were designed in a way to appear they could be either walking or cycling. Their expressions, hands, and feet were key in achieving this.

This campaign is part of a program that began in 2010 with 3 bike stations. In 2016, our goal is to have 11 million trips and 200 stations.