CTC, the national cyclists organisation, is launching a new cinema campaign that aims to encourage people to take up cycling because it is good for their health and the environment. It breaks at the end of June.
The campaign, created by Sauce Design, will star model Genevieve Lake as cycle hero and will be voiced by Channel 4 newsreader Jon Snow and ends with the strapline “You don’t have to be a superhero to save the Earth”.
The advertisement has been funded by the Department of Environment, Farming and Rural Affairs and is part of its “Tomorrow’s Climate, Today’s Challenge” initiative. The campaign will also include a Cycle Hero website, posters and a DVD.
The agency won the brief to make the ad after a six-way competitive pitch against undisclosed agencies.