M&C Saatchi has created a campaign for Transport for London to boost the number of cyclists in the capital and encourage existing cyclists to ride more.
The creative, which spans print, outdoor, digital and online, features bike frames shaped into inspirational and emotional words related to riding a bike, which are shot against London settings.
One bike frame has been shaped into the word "freedom" with Parliament Hill as the backdrop. The work was created by Andrew Long and James Millers, and photographed by Jason Hindley. The production company was Smoke & Mirrors. MEC was the media agency.