TCO London
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Continental: Too Close

Introducing 'Not everyone should be this close...' featuring gold medal winning Olympians, and all-around good sports, the Brownlee Brothers.

 

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 film 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 - 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 shot on a single day
  • Activated white label on brand site, charity site, and across mainstream press
  • Documentary photography
  • Launched at House of Commons
  • Supported by bus advertising

 

 
 
 
 

- Alistair Brownlee - 

“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.”