Hometown Hero: Bike Cape

Brief for DDB Canada: To create buzz for the Earth Day Hometown Hero program, which rewards individuals'/groups' environmental achievements with a $10,000 grand prize.
Description: Media placement was the key to the success of these ads. We wanted to engage our target by creating out-of-the-ordinary changes to places where environmentalists are often found. We ultimately decided that bike lanes would be the ideal spot, and so we made the bicycle symbols in bike lanes into mini guerilla advertisements. By using washable, eco-friendly paint to draw a cape onto the bike lane people and attaching a call to action, environmentalists were engaged in an unexpected way.