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Jun 23 2015

Cycling Campaign for City of Buenos Aires Takes Press Grand Prix at Cannes


The Community Creates Fun Illustrated Ads to Promote 24/7 Service


The Community's campaign for the City of Buenos Aires Public Bike System has won the Grand Prix for Press at Cannes.

Many big cities now boast public bicycle systems, including Buenos Aires. Unlike most major metropolises, however, the Argentine capital's bike program ran from 8:00 am to 8:00 pm -- until recently. This year, the service became 24/7, so to promote the news to city dwellers, The Community (formerly known as La Comunidad) debuted this fun, illustrated print and OOH campaign, "Never Stop Riding." To demonstrate the non-stop nature of the program, it personifies the wheels of a bike as familiar "partners" in a chase: a baby and a breast, a dog and its tail and a squirrel and a chestnut. The campaign was created out of La Comunidad's U.S. office.




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