‘Biking = Joy’
27 June, 2011 - Our Work, Television
I Bike Fresno is a homegrown project. We approached Bryan Jones from the City of Fresno with a new idea on how to market bicycles. Bicycles are a product that are typically sold negatively by advocacy groups. Instead of inspiring people to ride they are scaring them OUT of riding bicycles. The campaign aims to take a page from automobile advertising and market bikes positively. While there are many reasons people ride a bike, everyone can relate to the joy of riding. This spot captures the feeling that being on a bicycle inspires.
You can view the campaign’s website at http://www.ibikefresno.org
ADDY AWARD WINNER
Client: I Bike Fresno
Director: Byron Watkins
Camera: Jon Neely
Editor: Tony Bennett