The agency worked closely with the City of Sydney to develop a whimsical but arresting campaign that would cut through, generate conversation and create a desire to stop at red lights, slow down and take care on paths shared with pedestrians, and to use the bell when passing.
The creative team utilised the specialist skills of Frost* Design Director, Benjamin Hennessy, to develop a bespoke, hand-draw type, which was then 3D rendered for an impactful realisation in print. Frost* tapped into the love of detail and appreciation of the hand-made common amongst contemporary bicycle enthusiasts, and crafted a font made of bike parts such as frames, handle bars, chains, seats, bells and brakes.
