The driving force of agency life is marketing communication, but every now and then an agency will take on a project that’s a little out of the norm. That’s what Crispin Porter + Bogusky did when they devised the idea of a bike-sharing program in the United States. This program, titled B-Cycle, is the idea child of a partnership between CP+B, Humana and Trek.
Although there are many marketing implications within this program, the main motivation in the creation of this program is a need for increased health and wellness in a society overridden with obesity and environmental turmoil. The program will launch in Denver, CO in the Summer of 2010.
Here is a short video from the B-Cycle website explaining the project:
For more information we suggest that you check out their website at http://www.bcycle.com.