The Ask:
Encourage more Chicagoans to consider Divvy as their go-to bike option for getting around the city.
*Spec Work: Chicago Portfolio School
The Insight:
Having a bike in the city is great. Owning one? Not so much. Between theft, storage, and maintenance, the realities of bike ownership often outweigh the freedom it promises.
The Idea:
“Lose the Lock” was an integrated campaign that encouraged riders to ditch the downsides of bike ownership and embrace the convenience of Divvy. From playful OOH to a real-world lock donation bin that offered discounts in exchange, the campaign invited Chicagoans to stop locking up—and start riding smarter.
The Campaign
OOH
paid Instagram stories
Brand installation
People can donate their locks for a discounted year pass at any of the donation bins throughout the city.
Brand Partnership
Gotta do something with all these locks, right?
Search Ads
Whenever someone is Googling a bike-related issue, we’ll make sure to be there.
Art Direction: Lucas Simes