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.
This professional campaign titled 'Bike Cape' was published in Canada in November, 2010. It was created for the brand: Earth Day, by ad agency: DDB. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 12 years ago.
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