I’m really digging the playful use of typography in this promotional campaign for BikeNYC by Mother New York. Creating awareness of alternative means of transport to alleviate the growing congestion the city, the campaign highlights the cause and solution. The cheeky use of type and the fact the usual lane markings are there to tell us what to do encourages us to ditch the iconic yellow cabs and buses in favour of a greener mode of transport. I think New York has a long way to go before it matches cycling friendly cities such as London, Paris and (of course) Amsterdam. However with a bike hire scheme in development and ad campaigns like this they’ll soon catch up to fellow cities like Portland and the rest of the world.