Inspiring people with the positives of cycling creates desire. Therefore we need to remind people of the joy of cycling.

We created a series of bike frames, shaped into inspirational words that capture the joy of cycling. We then shot these frames in iconic locations to visually showcase what a great setting London is for a bike ride.

Increased recognition vs. the previous campaign (43% in Sep 11 to 46% in Sep 2012).

52% of considerers say it makes them more likely to cycle.

62% of people say that the 2012 campaign makes them more likely to cycle more.