A street party on two wheels

British Cycling Let’s Ride Campaign 2018

Advertising, Content, Experiential

Strategy

Turn riding a bike through the city into a festival

Idea

Everyone's invited

Summary

Let’s Ride is a series of free city centre cycling events that get tens of thousands of people active all over the country.

Run by British Cycling with support from HSBC UK, it needed a campaign to build on the success of 2017’s campaign and increase attendance. We commissioned localised illustrations by Andy Smith and used playful handwritten typography to reflect Let’s Ride’s fun, festival atmosphere. The campaign came to life as posters, door drops, digital advertising, an animated video and event signage. Participation eclipsed 2017’s figures.

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