Sky Ride was BSkyB’s multi-year initiative to get one million people cycling regularly across the UK, a target that was ultimately hit.
By year three, the easy wins had been made. The growth audience was now the genuinely cycling-averse: people put off by traffic, lycra and the general sweatiness of it all, with women particularly underrepresented. The strategic and creative response was a deliberate inversion: show as little cycling as possible. Instead, the bike became a visual frame, foregrounded as a gateway to the lifestyle and experiences beyond it. That thinking even ran to the campaign’s use of Bradley Wiggins, one of Britain’s most celebrated Olympians. Rather than the obvious high-performance setting, we shot him loading bikes into a car for a family day out. The central campaign concept was mine and ran through the line, across every platform.
Client: British Cycling & Sky
Photography by Peter Beavis
