CitiBike - Ride It Off

Concept / Art Direction / Copy

 

It's easy to gain weight in NYC - temptations are everywhere.

Comparing foods and seasonal events to miles, makes it easier to understand what you need to ride off the pounds. CitiBike is the only commute that allows you to do that.

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This is a 360 campaign that includes out of home, digital display, mobile - Citibike app will go through gamification and offer coupon rewards for riders, plus the ability to share them on social media. Also, Branded vending machines, partnerships with food companies.