CB Exclusive: MS and Mottainai Cycles build 'This Bike has MS' via Grey Melbourne

MS BIKE SELECTS 2.12.15.00_04_20_08.Still019.jpgCB Exclusive - The debilitating symptoms of multiple sclerosis have been hidden inside a bike in a new campaign launched today by Grey, Melbourne.

The frame has been buckled and the wheels deliberately bent, teeth have been sheared off the gears and ball bearings tucked inside thin handlebar tape making this bike considerably difficult, erratic and uncomfortable to ride. A slightly twisted fork and the constant whirring sound from the gear cassette also feature on the bike built to aid awareness of MS and the upcoming MS Melbourne Cycle.

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BALLBEARINGSUNDERHANDLEBARTAPE.jpgThe bike's design was led by Parylmpian gold medalist, Carol Cooke AM. Cooke, diagnosed with MS in 1998, led a team including neurologists, physiotherapists, bike mechanics and people living with MS.

Says Cooke: "Cycling is a precision sport. We've taken everything you'd look for in a good bicycle and done the THOMBENDSFRAME.jpgopposite. We wanted to know how close we could get to recreating the symptoms. I certainly wouldn't want to ride this bike."

Cooke has thrown down the challenge to her elite cycling colleagues to ride the bike in next year's MS Cycle event in Melbourne on March 6.

Closely involved in the MS_Bike_PR_Frames[7].jpgproject also is Neurologist and MS specialist, Marion Simpson.

Says Simpson: "I'm very interested in what this bike can do for treatment and education.  I was encouraged to focus on the potential unpredictability of the bike. MS symptoms vary for a variety of reasons and we wanted to make sure the bike was eratic and uncomfortable. I want it to get us closer to understanding MS and MS patients."

Says Jan Staunton, group manager, marketing and communications of MS: "This time around we asked Grey to help us build awareness of the symptoms of multiple sclerosis and our MS Cycle event. They landed on an idea that allows people to experience MS for themselves and helps us talk about our major fundraising event in a new way. This is an awareness campaign that will go on to help education and treatment.  It will translate financially into support for people living with multiple sclerosis and those helping with treatment."

Says Michael Knox, chief creative officer and managing partner of Grey Group Australia: "This bike is a nasty piece of work. It totally sucks. We're looking forward to seeing just how much money it can raise, how much pain it can inflict and how much closer it can get us to better understanding and treating multiple sclerosis."

15 Comments

Al said:

Great stuff guys!

ad guy said:

Awesome work Grey!

L said:

yep, gold

Renata S said:

As someone who deals with the unpredictablness of MS I have to say new ways of talking about MS are very welcome and whoever rides this bike should tell anyone who'd listen about their ride. I will show this video to my family and hopefully they will understand what I mean. Thank you.

Jacko said:

Go Knoxy!

Lance Armstrong said:

Has always wanted violence that one.
Nicely shot idea. Great concept. Hope it rides badly.

New AD Guy said:

Nice work guys

trainer said:

Nice sneakers daz

Len said:

I think this is good. It demonstrates how MS affects people, but how will the idea be promoted? How will it raise awareness? Will people be able to ride it somewhere to get an insight into what it's like?

MJ said:

Lovely work Knoxy.

I'll pay that said:

Perfectly simple idea. The best kind.

...Wish I'd thought of it.

Neat said:

Like it. Simple enough and could be worth seeing how it goes.

NBL said:

Legitimately original and intriguing idea. Very nice looking in parts. Well done to all involved and to clients who run campaigns like this. See it through and you got a good story. My sister has MS and this is close to me. Good luck.

Harry said:

Nice one Knoxy and team!

Simon S said:

Been in a few places now. Ads Week/Huffing. Needs people on it talking about it.
Will this happen? PS loved idea. First class MK and Grey.

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