BNV 'Cycling History'

This was a pitch-winning brief to promote 'Bupa Around The Bay', Bicycle Network Victoria’s annual flagship cycling event. We decided to play on their 20 year heritage and, drawing on inspiration from European cycling posters from the 60’s and 70’s, created a 'retro style with a modern twist' look and feel to the campaign across poster, flyers, DM and online. As a result we not only won the account but helped make this one of BNV’s most successful years in terms of bums on (bike) seats.