John Primmer
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THINK! Road Safety

Increase visibility of casual, urban cyclists at night

 
 

Brief

Increase visibility of casual, urban cyclists at night

 
 

Insight

Cyclists without lights have plenty of excuses ready when stopped and fined by police

 
 
 

Solution

Digital modular billboards broadcasting excuses for not having lights. Cyclists can pick up a free set of lights if they tweet in their excuse at the dedicated vending machines across the city 

 
 
THINK! 01