A viral that actually went viral, this has been seen by an estimated 35 million people. It spawned dozens of youtube pastiches, made the news in the UK, Australia and America and was named in the Gunn Report as the 8 most awarded ad in the world that year. And if you like stats, 2 million hits on youtube in its first week and all that worldwide media coverage equated to £7.66 worth of publicity for every £1 spent. Best of all cycling fatalities in London dropped by a third.
Awards: Cannes Gold, D&AD Graphite Pencil & 2xWooden Pencils, BTAA 2xSilver & 1xBronze, One Show Bronze, Marketing Society Gold, Clio Bronze, Campaign Magazine Advertiser of the Year, IPA Gold, Kinsale Sharks 2xGold, APA 50, Art Directors Club Gold.