A city that moves at 18 km/h
An identity and street campaign for Copenhagen's annual cycling festival.
- Client
- Cykelbyen Festival
- Year
- 2022
- Services
- Campaign, Identity, Out-of-home
The challenge
The festival was well loved by families and almost invisible to 18 to 30-year-olds, whose attendance had fallen three years running. The budget was modest and the audience ignores anything that looks like a city-hall poster.
The idea
The identity is a route. Every poster is a hand-plotted map of a real ride through the city, folded to fit a bike-rack tag and printed on weatherproof paper. We put 400 of them on bike racks across eight neighbourhoods, each leading to a different start line.
Results
- +54%Attendance among 18 to 30-year-olds
- 212,000Riders across the festival weekend
- 400Bike racks turned into posters, with no media buying
