The Shortcut
Challenge: In crowded cities such as New York City, Los Angeles, and Boston, getting people to switch from using cars to biking around is no easy task. However, if it can be done, it would reduce traffic congestion and cut commute times significantly. It’s also a healthy activity to commit to each day.
Insight:
Traffic congestion has increased substantially in the past 20 years, according to the U.S. Department of Transportation.
Biking is faster than driving in major cities.
Campaign: “The Shortcut”
This short animated video illustrates two different ways to get from point A to point B and is intended to be used mainly on social media, both paid and organic. The goal is to grab the attention of those commuters who sit in heavy traffic every day because they drive to work or school. The campaign's goal is to reduce traffic congestion in big, bikeable cities and reduce commute times for those who utilize cars to get around. An animated approach was taken to create the video to target a younger audience who may be more inclined to swap their car for a bike.