Joaquín Mollá of The Community: Two key elements make the Don’t act like pedestrians campaign deserving of a Lion

Hispanic agency The Community won two silver Lion in the Print & Publishing category -formerly known as Press- for its Don’t act like a pedestrian campaign developed for the public bicycle system in Buenos Aires City, Argentina. The campaign aims to educate new cyclists using Ecobici. There are two key elements to this campaign that make it so unique and so deserving of a Lion, said Joaquín Mollá, Co-Founder and CCO at The Community. “The first is the insight that while cycling is growing, which is great for most cities, in many cases, inexperienced cyclists often act like pedestrians, which creates problems” he told PRODU. The second is the very subtle but detailed illustration that brings this insight to life. “Through this visual, the ad plays a trick on your eyes as you assume that you are looking at a pedestrian. Only upon second glance do you realize that in fact you are seeing a cyclist, and that transformation in how you see them is actually the transformation we want these cyclists to experience as well. This subtlety is what brings to life the central idea that cyclists should ‘not act like pedestrians’” he said. The campaign Don’t act like a pedestrian consist of three pieces: Dog, Coffee and Music.