Earth Day Canada, Hometown Hero: Bike Cape

Are you an environmental hero?
EARTHDAY.CA/HOMETOWN

Media placement was the key to the success of these ads. We wanted to engage our target by creating out-of-the-ordinary changes to places where environmentalists are often found. We ultimately decided that bike lanes would be the ideal spot, and so we made the bicycle symbols in bike lanes into mini guerilla advertisements. By using washable, eco-friendly paint to draw a cape onto the bike lane people and attaching a call to action, environmentalists were engaged in an unexpected way.

Advertising Agency: DDB, Toronto, Canada
Associate Creative Directors: Paul Riss, Matt Antonello
Creative Directors: Denise Rossetto, Todd Mackie
Art Director: Rebecca May
Copywriter: Domenique Raso
Photographer: Vicky Lam
Account manager: Annie Seyffert
Published: November 2010

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10 comments

LeeHarvey's picture
LeeHarvey
3045 pencils

Why the question? Imho every cyclist actually is an environmental hero. Maybe it should say something like 'we welcome our environmental heroes'. Wha'ever, it's okay. 6/10

Dot's picture
Dot
90 pencils

Move along people, nothing new to see here.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

Guest's picture
Guest

Smart idea and ad placement.

Cheerriiee's picture
Cheerriiee
952 pencils

Simple i like it, hope they dont get distracted and fall to the floor by accident.

Darko Bosnar's picture
Darko Bosnar
346 pencils

I found this really funny. But I also think question is unnecesery. just cloak and web link are fine!

art director at IMAGO
Zagreb-CROATIA

Dzsoi's picture
Dzsoi
5269 pencils

Without the headline, you wouldn't get the cloak...

I like it!

Chelsey Homan's picture
Chelsey Homan
90 pencils

The question doesn't really bother me. If you're in the bike lane, it might seem redundant. But I'm sure cars will see it too.
I don't know if that was their intentions but overall, I'm a fan. I wonder if the paint is environmentally friendly though.

Guest's picture
Guest

Heather
Hey, the idea is for people who aren't in the bike lane to use it!!! I think it is a great idea, we should all be using bikes and helping with our carbon foot print - now if it would only stop snowing!!

leandro pinho's picture
leandro pinho
6 pencils

good

manumartin5's picture
manumartin5
1202 pencils

cool.. clean

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