You can bet your bottom dollar that the owner of Singapore’s Lifecycle bike shops didn’t expect his outdoor advertising campaign to win two Gold Lions at the Cannes advertising awards! Ad agencies looking to get a bit more creative occasionally approach brands with the offer of a free campaign on the premise they will be able to design without restraint. Results are often controversial but 9 times out of 10 they are usually all types of awesome and this outdoor campaign designed by Singapore’s DDB office is seven or eight kinds of radness.

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