cycle for a change

1st prize in the communication category

This sustainability project promotes cycling within cities. It features a moulded rubber bicycle tyre designed to print messages on pavements and park paths, using the natural palette of materials such as mud or snow. The use of a rubber material normally associated with petrochemical pollution to deliver an eco-friendly message creates a potent symbol for change.

Judges' comment:
"The great thing about this project is that message and process are completely fused. The campaign for London cyclists is worded into the cycle tread that then spreads the message on the road."

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