| Title | SAFETY SPOKES |
| Brand | EYES, JAPAN CO. LTD. |
| Product / Service | FUKUSHIMA WHEELS |
| Category | E06. Transit |
| Entrant | OGILVY JAPAN Tokyo, JAPAN |
| Idea Creation | OGILVY JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ajab Samrai | Ogilvy Japan | Chief Creative Officer |
| Ajab Samrai | Ogilvy Japan | Executive Creative Director |
| Ajab Samrai | Ogilvy Japan | Creative Director |
| Ajab Samrai | Ogilvy Japan | Art Director |
| Ricardo Adolfo | Ogilvy Japan | Creative Director |
| Andy Fenning | Ogilvy Japan | Associate Creative Director |
| Maiya Wiester | Ogilvy Japan | Art Director |
| Mayu Kawase | Ogilvy Japan | Copywriter |
| Dixon Wong | Ogilvy Japan | Director & Editor |
| Maiya Wiester | Ogilvy Japan | Illustrator |
| Atsuko Keino | Ogilvy Japan | Head of Traffic |
| Sophianna Bishop | Ogilvy Japan | Account Executive |
| Masaki Kato | Ogilvy Japan | Account Executive |
| Mai Akamatsu | Ogilvy Japan | PR |
| Naoko Nakayama | Ogilvy Japan | PR |
| Mark Jarnes | Ogilvy Japan | Social PR |
| Jun Yamadera | Eyes Japan | Tech Advisor |
To bring Safety Spokes to life, first we developed an iconic character to deliver the messages. Then we equipped each Uber Eats delivery partners’ bikes with the Jyrokinetic LED system that allows for simple animations to be played on the spokes. This transformed each bicycle into a moving outdoor for the brand and for safety on the road. The animations showcased the importance of seeing, caring and giving space to bikers on the road and carried 3 different strong colours and icons to be easily distinguished and visible.