The Community introduced a 24/7 automatic bike system to the City of Buenos Aires, creating promotional visuals that communicated the same non-stop feeling. Reinforcing the energy of a never-ending chase and inspired by the spinning bicycle tire, the rounded characters’ features were designed with a subtle pattern of circular lines to impart a sense of motion. Even the tagline’s hand-drawn typeface itself looked as if it was written by the bicycle chain pulled from the illustration.
This work is included as a contender in the Promo & Activation, Outdoor, Direct, Press, and Cyber categories at this year's Cannes Lions.