Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Safety spokes' by Ogilvy & Mather Japan

Uber Eats and Ogilvy turned spinning bicycle wheels into a very eye-catching plea for drivers to be aware of bikes.

2018 Cannes contenders: 'Safety spokes' by Ogilvy & Mather Japan
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Safety spokes
Agency: Ogilvy & Mather Japan
Client: Uber Eats

Nominated by:

Federico Fanti, ECD, BBDO Guerrero:

This campaign is just brilliant, the agency created a very innovative way to educate drivers in Japan: By equipping UberEATS bikes with a Gyrokinetic LED system, each wheel was transformed into a digital screen that comes to life once the bicycle is in movement. The brand advocacy is perfectly showed with an artistic and compelling tool, without being too preachy.

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