Do people already riding bikes want to rest their thighs? Or should we actually be talking to the million-plus daily commuters that use rail, tube and buses every day and showing them there is another way?

The real star of this campaign is the copy, that leads the campaign bringing in the attitude and irreverence that you expect from a disrupter in a market set in its ways. A giant bike across a billboard stating "Not for cyclists" immediately causes a wry smile to emerge.

This was a campaign that had to be produced and get into the real world as well. There were real-world limitations such as only having the budget to use manufacturer imagery. As well as needing to keep the executions simple so the client themselves could continue to combine the elements and keep the campaign rolling out in months to come. These limitations lead to a powerful atomic design system being developed and hopefully a few more bikes on the road.