With only 2% of the UK population considering themselves cyclists, Raleigh was keen to launch a campaign celebrating cycling as a fun and inclusive addition to your lifestyle. It doesn't matter how far or fast you go or what bike you have. It's about enjoying yourself along the way.
We wanted to play with some existing cycling stereotypes, pairing them against real people to highlight diversity within the cycling community and capturing the joy of cycling that exists beyond the ride itself.
Our campaign was aimed at reluctant cyclists, people who cycle infrequently or those who lack the confidence to get on their bikes.