This is a terrible bike to ride

“This Bike Has MS”, an integrated advertising campaign in which the debilitating symptoms of multiple sclerosis (MS) are hidden inside a bike.

The bike’s design was led by Paralympian gold medalist, Carol Cooke AM. Cooke, diagnosed with MS in 1998, led a team including neurologists, physiotherapists, bike mechanics and people living with MS.

Cooke said: “Cycling is a precision sport. We’ve taken everything you’d look for in a good bicycle and done the opposite. We wanted to know how close we could get to recreating the symptoms. I certainly wouldn’t want to ride this bike.”

Jan Staunton, group manager, marketing and communications of MS, said: “This time around we asked Grey to help us build awareness of the symptoms of multiple sclerosis and our MS Cycle event. They landed on an idea that allows people to experience MS for themselves and helps us talk about our major fundraising event in a new way. This is an awareness campaign that will go on to help education and treatment. It will translate financially into support for people living with multiple sclerosis and those helping with treatment.”

Credits:
Category: Pharmaceutical & medical
URL: This Bike Has MS
Client: MS
Agency: Grey, Melbourne
Production: Glass Case Productions
Country: Australia
Director: Max Walter
Chief Creative Officer: Michael Knox
Copywriter: Adam Grant
Art Director: Joash Tham
Digital Project Manager: Evan Karas
Planner: Danish Chan
Agency Producer: Katie Wellbelove
General Manager: Claudia McInerney
Account manager: Aaron Rocca
Senior Account Manager: Catherine McDonald