TCO London
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Continental: Too Close

Our standout digital commercial launched the Continental Tyres and London Cycling Campaign (LCC) 'Stay Wider of the Rider' initiative, raising public awareness of the dangers of motorists passing cyclists too closely.

We produced 'Not everyone should be this close...' a content series featuring gold medal winning Olympians, and all-around good sports, the Jonny Brownlee and Alistair Brownlee. The campaign launched at the House of Commons, raising a few eyebrows with a film depicting the Brothers training regime - and went on to feature widely across mainstream press and social media, as well as on bus adverts across the capital.

 

Continental Tyres: Too Close

 
 
 
 
 

— THE CHALLENGE —

Create a standout digital commercial to launch the Continental Tyres and London Cycling Campaign (LCC) 'Stay Wider of the Rider' initiative, raising public awareness of the dangers of motorists passing cyclists too closely.

— TCO SOLUTION —

We produced 'Not everyone should be this close...' a content series featuring gold medal winning Olympians, and all-around good sports, the Brownlee Brothers. The campaign launched at the House of Commons, raising a few eyebrows with a film depicting the Brothers training regime - and went on to feature widely across mainstream press and social media, as well as on bus adverts across the capital.

— AT A GLANCE —

  • Series of 4 films

  • Activated white label on brand site, and across mainstream press with 1m+ views

  • Documentary photography

  • Launched at House of Commons event

  • Bus back advertising

 

 
 
“We needed our brand to reach cyclists with a key message that we care about their safety as part of our corporate vision zero message, the result was excellent with a creative execution that took a serious message but made it resonate in a humorous way that has engaged 100,000’s of viewers”
— Peter Robb, Marketing Communications Manager, Continental Tyres
 
 
“Jonny and I both drive cars as well, and obviously ride our bikes an awful lot. Just take care. Remember when driving, as I do, that you’re in a metal box and a cyclist doesn’t have that protection around them, so it’s really important to leave as big a gap as possible.”
— Alistair Brownlee