Khanh Ly

Department: Man and Communication
Website: www.khanh.nl

Go Cycling

“This machine runs on fat! Ride it like you stole it! Burn fat, not oil.” Go Cycling is a campaign for a fitter lifestyle, encouraging people to get from A to B by bike. Designed for busy urban locations like bus stops, this brand of in-your-face interactive advertising engages onlookers with special mirrors that distort their reflection. Depending on the mirror, people look thin, perched on a bike, or fat, with an ice cream in their hand. “This twist on reality provides a humorous photo opportunity for people to share with their friends,” explains Khanh Ly. The urge to share can spark a successful viral campaign, bringing the message to the masses.