I did it once, London by bike. It was terrible. Too much traffic jams, too much smog. But if more London citizins would take their bike instead of their car it would be much more fun. That’s what this campaign is about.
M&C Saatchi’s campaign for TFL (Transport for London) persuades viewers they are better off travelling by bike.
The spot was shot on location in London over three days, using a cardboard cut-out of the bike as lighting reference for Absolute’s 3D team. The ‘money shot’, where the bike peels up from the road in the opening sequence, required several evolutions of animation. The agency wanted the 3D bike to look as though it had a life of its own. It was crucial that the bike looked elegant and serene so as to convey the idea that it’s an appealing form of transport. It needed to have a magical quality whilst also looking solid, with a realistically bumpy, tarmac surface. In fact, it took several design phases to get the texture right – balancing clean, appealing form against grubby realism.
More info about the tv-spot at Duncan’s TV.
Below three print ads from last year from TFL also made by M&C Saatchi.