Clems crafts ‘brave’ NZTA cycling campaign

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Cycling is the focus for Clemenger BBDO’s newest campaign for the NZ Transport Agency. Feel More, Ride More is the first stage of an ambitious three-year programme aiming to get 10 million more trips made by bike by 2019.

The launch begins with colourful street posters, murals, and an AV piece.

The campaign aims to encourage people to use their bikes for commuter and day-to-day trips around town, promising they’ll get more out of their journey if they travel by bike.


“Research told us people find excuses not to use their bikes for day-to day trips,” said NZTA senior advertising advisor Victoria Slade.


“It’s raining, there are limited places to ‘chain my bike’ and they’re put off by getting a little sweaty. We needed more people to get over these barriers and use their bikes more often for commuter and day-to day trips.”

Clemenger ECD Brigid Alkema said: “When we spoke to cyclists, one thing they all had in common was that riding their bikes made them feel good. Whether that was exhilarated, powerful, peaceful – they all felt more.”

NZTA’s Slade said: “This is a brave direction for cycling and very different to the messages that are already out there. It doesn’t deny the challenging aspects of cycling, but focuses on encouraging and motivating people to care less about these, and promises they’ll get to feel more in return.”


CREDITS

Agency: Clemenger BBDO
Media Agency: OMD
Client: NZ Transport
Agency Production Company: The Sweet Shop


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