Advertising.

Barcelona
by bike.

CLIENT: BARCELONA COUNCIL (CASE STUDY FOR MY MASTER DEGREE)

ROLE: ILLUSTRATOR, VISUAL DESIGN

CREATIVE DIRECTOR: VICTOR SARRIA

TOOLS: ILLUSTRATOR, PROCREATE, PHOTOSHOP

Description:

This was a project created during the module of the Illustration for Advertising in the LABASAD Illustration Master Degree.
The main idea is to communicate the different exclusive bicycle lanes and places of interest that can be accessed by bicycle within the city, not only for those who live here but also for tourists.

Solution
I create a map to represent the different places and activities. Below you can find some examples of the taglines:
- Sundays by bike
- El Raval by bike
- To the work by bike
- To the beach by bicycle

The purpose
The campaign aims to advertise the extensive network of lanes and encourage citizens to ride a bicycle through this network where they will not be in danger. They will enjoy friendly buildings, with many bicycle stations at their fingertips.

Make It

Visual Key

As a visual key, I illustrate a map with different characters living the city on a bicycle. I have drawn several points of interest in the town and how are connected through the bicycle lanes.

I chosed a fresh color palette with light colors that generate the feeling of freedom that riding a bicycle gives. The most representative color is the light blue of the main buildings.
As it is a campaign based on sustainability and ecology, another of the predominant colors of the map is green.

Characters.

Buildings

I selected some of the central buildings, linking the different activities and neighbourhoods. The illustration style was done with simple shapes and unstressed lines to compete with the map's background, which is in much lighter colors.