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For the second successive year, creative agency Music launch the 2018 HSBC UK Let’s Ride campaign for British Cycling.


The campaign aims to drive people to one of 14 nationwide HSBC UK, Let’s Ride events, and get on a bike to help realise British Cycling’s vision of transforming Britain into a great cycling nation.


The event’s name and positioning has changed for 2018 – therefore the creative approach needed to reflect a ‘festival of cycling’ with a localised community feel, that was accessible to all – encouraging people to take part in one of the events up and down the country from May to September.


HSBC UK Let’s Ride is an inclusive series of events that opens up cities, ensuring that they are traffic-free along a course of around 5km and feature fun activities for families including face-painting, free cycling-related giveaways, demos and activities.


Music worked with illustrator Andy Smith to create an illustrated, festival-inspired campaign. The lively creative aims to motivate even more people to take up cycling by raising awareness of the family friendly events. Each event is made relevant by incorporating local landmarks.


The creative will appear in online, social and OOH advertising – and Music and Andy Smith have collaborated on an animation to showcase how the event works and what is has to offer.



Music, Creative Director, Adam Rix said; “HSBC UK Let’s Ride events are a truly brilliant day out – and this year are set to be even better. Taking the idea of a festival of cycling as our inspiration, it was an absolute pleasure to work with Andy and the British Cycling team to create something we believe captures the family friendly aspect, and the fun, freedom and joy of the events. We hope by getting even more people to this year’s event we can help British Cycling create a cleaner, greener, happier, healthier population.”


British Cycling, Senior Brand and Campaign Manager, Cath Litherland said; “Music have captured the spirit of our HSBC UK Let’s Ride events perfectly. Cycling is accessible to all, so the creation of a family festival feel campaign with fun, localised illustrations will inspire kids and their families to get involved. At British Cycling our aim is to make the Britain a

great cycling nation, and if we can inspire young people and children to get on their bikes, we are on our way to realising our ambition. We look forward to seeing thousands of families on their bikes this summer.”