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Dubai: Wunderman Dubai and Charicycles, an upcycling brand built around the ethos of giving back, have launched a new online film showcasing the impact that cycling can have in Dubai, and how it marks an inspiring message.
Wunderman Dubai carved vignettes from real stories of low-income cyclists into customised tyres. As they rode around, the wheels left imprints of their stories in the sand.
This online film was developed to raise awareness around the need for reflective vests and helmets at night, and drive people to gift them to low-income cyclists, shedding light on an important societal issue. Without these reflective materials, cyclists could be literally invisible on the roads at night.
Many low-income professionals in the city and beyond use bicycles as a way to become self-sufficient. The two stories showcased in this captivating video belong to Sageer Ahmed, a gardener, and Shankar Kunarapu, a domestic worker. Both of these residents rely on - and truly cherish - their bicycles to make their commutes easier and faster.
Piotr Osinski, Executive Creative Director, Wunderman Dubai said: “These cyclists are truly phenomenal. Crafting their inspiring stories on the tyres gave us that rare opportunity to combine data with creativity and explore a whole new medium.”
Zaina Kanaan, Co-founder of Charicyles said: “A big part of Charicycles’ ethos is to give more people access to a healthier life through cycling, but we also would like them to have access to doing so in a safe way. We aim to do our part to create greater awareness for the cause and keep their success stories going.”
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Charicyles
We make custom designed bicycles. And our motto is: Get fit, feel free & give back. Our bicycles descend from a historic lineage of the Japanese bicycle. At Charicycle, we up-cycle bicycle frames to promote sustainability and a clean environment while encouraging a healthier lifestyle. We find bicycle frames that have been forgotten and restore them into the beautiful bikes they once were, giving them a renewed heartbeat and home, while promoting a cleaner environment.
Following our ethos of giving back, we want to make sure every child has the right to their childhood and the freedom that comes along with it. So, we promise that every bicycle we sell contributes to funding bicycles for children in refugee camps in the Middle East.
About Wunderman
Wunderman is a global digital agency whose mission is to inspire people to take action. It is Creatively Driven. Data Inspired. In 2015, industry analysts named Wunderman a leader in marketing database operations as well as a strong performer in customer engagement strategy and its creative work has won numerous awards globally. Headquartered in New York, the agency brings together 9,200 creatives, data scientists, strategists and technologists in 200 offices in 70 markets. Wunderman is a WPP company. For more information, please visit www.wunderman.com and follow us @Wunderman.
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