'‘Like Riding a Bike’ is a campaign designed to try and change the way non-cyclists view cycling. The campaign references those carefree, happy days of childhood cycling, free-wheeling downhill with the wind in your hair moments.
This film is about how we captured the images - by stopping passing cyclists and getting them to agree to take part, be photographed and tell us the story of their journey.
A lot of people who may be considering the bike as an option see people out there on bikes that are really sports orientated, wear a lot of lycra with loads of technical gear, and they don’t associate themselves with that.
This campaign is trying to change that image and show that anyone can ride a bike.'
by Dominic Latham-Koenig
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