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Charlotte, NC-based Loeffler Ketchum Mountjoy created this campaign to promote biking as a lifestyle, and to highlight the city’s efforts at becoming more bike-friendly. The outdoor campaign consisted of a series of offical looking signs featuring pro-biking messages. The signs were mounted to newly installed bicycle racks; bikes with metal signs were placed in racks around busy downtown areas; and, during peak traffic hours, SUVs carrying bikes and signs were driven around the city. The innovative concept made the bikes and racks both the medium and the message.
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