The City of Sydney launches a new safety campaign to encourage safe cycling via Frost*
Frost* has collaborated with the City of Sydney to create a graphic outdoor campaign featuring a bicycle-themed, hand-drawn font, to encourage bike riders to ride safely when using the City’s roads and new network of cycleways.
Aimed at informing, educating and motivating bike riders to be aware of their riding behaviour on the shared paths and roads, the City of Sydney briefed Frost* to set a new international standard for creative work designed to affect behavioural change.
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.
Says Vince Frost, founder and executive creative director Vince Frost: “We wanted to bring the idea of craftsmanship into the visual and create a message about riding out of bicycles themselves. There is a real sub-culture around cycling and this creative speaks to the group with a voice from an insider’s perspective.
“It was a thrill to work on this project with the City of Sydney, as their commitment to creating a better future for the people who live and work in this city is absolutely embedded in everything they do, which is absolutely something we want to be a part of.”
Steve Howlett, design manager at the City of Sydney, says the campaign is part of a broader project not only to install cycleways and encourage greater bicycle use in the City of Sydney.
Says Howlett: “It’s designed to build a well educated, safe and courteous community of bike riders.
“The work we have collaborated on with Frost* is quirky and taps into the zeitgeist. It visually represents who and what cycling is today. There is a real appetite for the authentic amongst cyclists and a hand-made aesthetic resonates with this audience. To change behaviour we need to reach this target with a visual language true to them and I think this work achieves that.”
The posters has been installed at 89 outdoor sites, including metrolights and citylights, across inner Sydney.
Client: Steve Howlett for the City of Sydney
Agency: Frost*
Executive Creative Director: Vince Frost
Creative Director: Ant Donovan
Design Director: Benjamin Hennessey
Senior Account Director: Grace Kiernan
13 Comments
…that’s why it hurts (when you hit a car).
About time. Cyclists often cause the trouble themselves – running red lights, whizzing past pedestrians on pavements, a law unto themselves. Some motorists can be dicks too but…
Dear anachronistic City of Sydney bureaucrats,
Hows about a healthy dose of reality with your cloud cuckoo-land posters –
Pedestrians Open your f#cking Eyes and Ears,
Motorists – Don’t forget, you’re destroying the planet and driving a weapon.
Cyclists – Thank you for considering the future.
Hi.
Here I am.
Oh, let’s make it fancy using something really clever.
Bike bits.
I know I’m simple and less interesting than 22nd thought or 54th thought.
But I’m easier to find.
See you next time.
For a campaign aimed at cyclists, these are incredibly pedestrian .
The art director and more importantly the writer ,should have spent a lot more time on the idea rather than the execution.
Want to control arrogant cycling behaviour? Get a sturdy bullbar – that will do it. End.
These look lovely. Well done.
i bet you wouldn’t say that outside of your metal box.
Cyclists have right of way at all times except when right of way means they’re inconvenienced.
Attitude problem? Oh no. Just a few too many hormone laced sports bars.
Pretty yes, effective no way. If any cyclists responds to being preached at with these posters I’ll be suprised. There is potential for so many more creative ideas in this space and they went for some fancy typography. Shame
A hard to read font when you are standing still, let alone cycling. Just plain dumb.
You must be fun at parties.
look lovely but are almost invisible
Rider
Get Off
The
Road