We are promoting the public bike system that is now available 24/7, so it was only natural to use the actual bikes as our promotional element. This promotion/activation reached those who rode the bike by having them be an active participant in the never-ending chase between our characters and the object they desire most. On each bike, there was copy calling for people to never stop riding and the public bike system’s 24/7 availability.

To promote a 24/7 service, we created a campaign with this same non-stop feeling. Inspired by the spinning bicycle tire, our characters were illustrated using a pattern of circular lines to create the sense of motion. Inspired by the spinning bicycle tire, our characters took a rounded form, and their features were designed with a subtle pattern of circular lines to impart a sense of motion. The exaggerated expressions reinforce the energy of a never-ending chase.

This campaign is currently active and we have noticed that public response has been very positive and automatic stations are being used. Thanks to our message of 24/7 use, people are now aware that the system is open at all times and people are taking advantage of this.