The Cannes Lions Press Grand Prix for 2015 has gone to “Never Stop Riding”, a campaign hand-drawn by Brazilian illustrator Arthur D'Araujo for The Public Bike System of Buenos Aires.
To communicate the new 24-hour availability of the bikes (like many cities in the world, Buenos Aires has a public bicycle system, but until this year, the system was operating only from 8:00 a.m. to 8:00 p.m.), the campaign uses illustrations to portray the wheels of a bike as partners in a constant chase – a baby chasing a breast, a dog chasing its tail, moths chasing a light bulb, and a squirrel chasing a chestnut.
Each ad incorporates a hand-drawn typeface for the tagline, “The Buenos Aires Public Bike System Now Runs 24/7,” further evoking the movement of a bicycle chain.
Jury president Pablo del Campo, worldwide creative director, Saatchi & Saatchi, Argentina noted that the Grand Prix stood out for its freshness, originality and, ultimately, creative bravery, “There were other great ideas that we loved, but we thought that this one was the most challenging and farthest away from the comfort zone.”
Illustrator’s website: https://arthur-daraujo-ntqd.squarespace.com