Bicycle Cape

Bicycle Cape

Earth Day campaign in Toronto, Canada leveraged strategic media placement to effectively engage an environmentally conscious audience.

Recognizing that cyclists represent a key demographic of eco-minded individuals, DDB identified bike lanes as an ideal medium for communication.

Standard bicycle lane symbols were modified using washable paint to incorporate a cape, transforming cyclists into visual representations of environmental heroes.

Accompanied by a clear call to action: “Are you an environmental hero?”.