Overtake the bus. Politely.

Spoke put 900 bikes on the street in one week and had to fill them. Social led: the bell, the lane, and the line about the bus. 6-sheets went up at the docks themselves and station posters at the rail interchanges, so the ride home had a bike at the end of it. Rides per bike per day hit 4.2 by the second month, ahead of the plan.

Credits: creative direction and copy Rosa Delgado, art direction Kwame Boateng, strategy Tessa Whitmore, production and media Luis Ferreira.