All you need to participate in the annual Ride For Heart to help raise funds for The Heart & Stroke Foundation is a bike. And just about everyone has a bike. So we turned bikes everywhere into instant OOH media with a branded sleeve we could slide over any bike pedal.
Bikes locked up on busy city streets? Done.
Bikes on display at retail bike shops? Done.
Cyling machines in spin classes at local gyms? Also done.
And this super-simple award-winning ambient execution was the result.
It turns out, The Ride For Heart raised a record $5.5 million the year we created this. Which is f*cking awesome! And I’m not saying this idea was directly responisble, but I’m not not saying that, either.
