Manchester agency Music is behind a British Cycling campaign encouraging more people to get on a bike.
The 2018 HSBC UK Let’s Ride campaign aims to drive people to one of 14 nationwide Let’s Ride events, part of British Cycling’s vision of transforming Britain into a “great cycling nation”.
Music was also involved with the campaign last year but the event’s name and positioning has changed for 2018, with the creative approach needing to reflect a ‘festival of cycling’ with a localised community feel.
Music worked with illustrator Andy Smith to create an illustrated, festival-inspired campaign. The creative will appear in online, social and OOH advertising, and Music and Smith have collaborated on an animation to showcase how the event works and what it has to offer.
