This is a campaign in Buenos Aires to promote the city to improve their heath. It was created by La Comunidad an Argentinian studio. They have used cycling as their base to persuade people to do more exercise and in the long run educe traffic congestion and CO2 car emissions.
I love how the ads have used the bike wheels within the body parts. It also makes it seem like the wheel is needed for each part to run smoothly like its part of the mechanics. It could also cater to the already bike enthusiasts that (especially with the lungs), live and 'breath' the sport. Once created they were put all round the city attracting people with the bright colours and creative imagery.
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