Challenge Southwark had an ambitious consultation approved to get more of their residents choosing a bike as a default transport option. They needed a campaign that would be inclusive and inspirational.
Solution A combination of lifestyle photography and illustration allowed us to create posters and digital marketing collateral that was quirky yet empathetic, engaging people (in a busy visual landscape) but not appearing too patronising or authoritarian. The monster's became the voice of people's barriers to cycling. Negative graffiti and stickers on the pavement near tubes and bus stops and a serendipitous launch alongside the Pokemon craze helped give the campaign an edginess and appealed to the younger generation, creating a lot of social traction.
Services provided Art Direction, Naming, Campaign Identity, Marketing Collateral, Advertising, Animation