A cycling initiative designed to inspire people of all ages and abilities to get out and ride, featuring elite Team Sky riders to help champion the campaign. The focus was on the simplicity and accessibility of cycling — demonstrating that it doesn’t matter how experienced you are or what bike you ride; what matters is getting out there and enjoying the freedom and joy that cycling brings. This spirit was personified by Sir Bradley Wiggins, whose personal passion for Mod music was reflected in the soundtrack featuring Non-Stop Dancing by The Jam.

The campaign adopted an honest, down-to-earth tone, celebrating cycling as an activity open to everyone rather than only professionals. By combining a personal narrative with a motivational feel, the work reinforced the idea that cycling is for all, inviting viewers to embrace it on their own terms.

Campaign creative, design and animation by Steve Glew.