London International Awards
2022 Winners and Finalists
Network of the Year: Ogilvy
Silver
Health & Wellness - Craft
Art Direction Campaign
Entrant: | Ogilvy Health, North America |
Brand: | Cycle Kids |
Title(s): | "Seat", "Tire", "Frame" |
Corporate Name of Client: | Cycle Kids |
Client President: | Julie Idiet |
Agency: | Ogilvy Health, North America |
Global Chief Executive Officer - Ogilvy Health: | Kim Johnson |
Global Chief Creative Officer – Ogilvy: | Liz Taylor |
Chief Creative Officer, NA - Ogilvy Health: | Adam Hessel |
Executive Creative Director: | Erik Vervroegen |
Copywriter: | Adam Hessel |
Chief Strategy Officer - Ogilvy Health: | Liz Kane |
Illustration Company: | Carioca, Bucharest |
Typographer: | Alec Vianu |
Description:
Approximately 1 out of 12 kids today does not know how to ride a bike. And more than 1 in 5 parents say there is no safe place for their kids to ride. Given the lack of safety and preference among kids -- and their parents -- for indoor activities these days, many don’t even recognize that knowing how to ride a bike can be a particularly important skill.
As a result, a great number of kids are missing out on one of the most important rites of passages of their youth – the singular moment that helps foster the belief in young kids that they can do “hard things” in life.
CycleKids is a great organization that was in search of a multi-year sponsorship with a company to support its mission of providing bikes to kids who can’t afford them and to help ensure they can rid them safely.
To inspire a company to donate, they had to clearly articulate why bike riding is so important to advancing the development of kids.