HSBC: Life Cycle

JWT London recapture the joy of getting on your bike for HSBC and British Cycling.

Living in London, in can be easy to forget cycling is actually fun rather than a terrifying way to get hit by a bus and/or see middle-aged men in unnecessarily hi-tech, unnecessarily tight Lycra. Luckily, JWT have created a video explaining exactly why you should take up cycling again. 

Directed by Jesper Ericstam of Nice Shirt as part of an integrated campaign for HSBC and British Cycling by Mindshare Worldwide, JWT London, Hill+Knowlton Strategies and Geometry London, the digital film starts with a young boy in the '70s on his Chopper, playing card pegged in place to give that motorbike revving sound, then cuts forward to that same boy become a man, cycling home with his daughter in tow, enjoying the wind in his hair once again.