TfL 'summer cycling' by M&C Saatchi

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In a £1 million campaign, M&C Saatchi has created two posters for TFL persuading Londoners to ride their bikes. The posters, which are a continuation of a long running campaign using the existing "you're better off by bike" line, are an attempt by the government office to reduce emissions and free up the capital's roads. The first execution shows a bike made up entirely of flowers with the line: "Summer's here." The second ad is a mock-up of the London skyline where a bike seat replaces the 30 St Mary's Axe building, otherwise known as the Gherkin, a bike wheel represents the London Eye and a bicycle pump adapter symbolises the BT Tower. 

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Released: 27 June 2006

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Project name
Summer cycling 
Nigel Hanlon, Kim Kavanagh, Shivaunne Booth, Transport for London 
To promote cycling in summer
Creative agency
M&C Saatchi
Tiger Savage and Joe Miller
Art director
Tiger Savage and Joe Miller
Planner (creative agency)
Verra Budimlija and Rohini Varughese
Media agency
Media planner
Christopher Dennis
Flower bike photographer
Isabelle Bonjean
London landscape photographer
Jonathan Kitchen

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