British Cycling
Much more than an Olympic team, British Cycling is actively engaged in getting more of the population on bikes, campaigning for better cycling provision throughout the UK, and creating a culture where cycling moves us. We could not agree more.
Service
Creative, Strategy, Editing,
Animation, Art Direction
Client
British Cycling
British Cycling's commitment to helping the population get on their bikes manifests itself in 'Let's Ride', a series of events, programmes, and content, that help you do just that.
Our first project was branding the 'Let's Ride' website with a hero video (above) using only stock, previously taken stills, and creative licence. Written by their Creative Lead, the results are a lively and colourful affirmation of cycing (something Tiny Studio wholeheartedly endorses).
#OneInAMillion
Our greatest challenge from British Cycling was a brief that asked us to get one million more women on bikes by 2020. With no budget. But we love a challenge, and with some help from the crucial in-house PR team, we came up with an idea that was built on user-generated content and a great release strategy.
The film, story, and hashtag trended across the UK and was endorsed by hundreds of pro cyclists, cycling influencers, adventure cyclists, and more. Women who had not been on a bike for years were suddenly inspired to make a change.
And we did get a million more women on bikes.
British Cycling have built up a huge database of risk assessed rides, so getting out on traffic-free routes is easy. This animation clearly and simply shows the content at work and the accessibility of the rides.
And for those learning to ride, we got Helen Skelton to promote a series of Pop-up Cycling events to help!
We also worked across British Cycling's race calendar to promote the races and riders at the major events including World Cups and National Championships across all disciplines including Track, BMX, Para, and Cross, creating everything from sponsored punchy promos, branded content, and engaging promos of the team as it happened.
