The Community at SapientNitro Awarded Gold & Silver Outdoor Lions for “Never Stop Riding”
Innovative cross-cultural agency the community at SapientNitro was honoured with two Outdoor Lions at the 62nd Cannes Lions Festival of Creativity for its “Never Stop Riding” campaign, created for the Buenos Aires Public Bike System. The campaign was awarded a Gold Outdoor Lion in the Traditional Illustration category, and a Silver Outdoor Lion in the Travel, Transport & Tourism category.
The wins come on the heels of the agency receiving the Press Grand Prix, and two Press Gold Lions in the Art Direction and Illustration categories for “Never Stop Riding” on June 22. The community at SapientNitro also won a Bronze Press Lion in the Fundraising, Donations and Appeal category for its “Blood Donation” campaign, also created for the City of Buenos Aires.
“We are thrilled that “Never Stop Riding” continues to be recognised with Cannes Lions,” said Joaquin Mollá, co-founder and chief creative officer of the community. “This honour reinforces the fact that innovative creative thinking can be incorporated into any platform. We are proud to accept this recognition on behalf of the many wonderfully talented people in our agency.”
“Never Stop Riding” brings awareness to Buenos Aires’ public bicycle system and its new automated system that includes an expansion of locations and hours of operation. The campaign is running in print and on outdoor billboards throughout Buenos Aires and is supported by advertisements on the wheels of the program’s bicycles.
To communicate the new 24-hour availability of the bike program, 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. View the ads here.
The campaign is credited with generating buzz around the ease and convenience of Buenos Aires’ public bicycle system – a program that revolutionised the city more than six years ago by creating not only more than 140 km of bike lanes, but changing the culture of how the city’s residents commute. By the end of 2015, there will be more than 200 bicycle stations throughout Buenos Aires.
“Never Stop Riding” was created by the U.S. team of the community at SapientNitro of which includes: Joaquin Mollá chief creative officer; Jose Mollá, chief creative officer; Fernando Reis, associate creative director; Marcelo Padoca, associate creative director; Fernando Reis, art director; Guilherme Nóbrega, art director; Marcelo Padoca, copywriter; Arthur D’Araujo, illustrator; Sebastian Diaz, group account director; and Daniel Gergely, account director.