A guerrilla campaign aiming to raise awareness about bike safety after our bikes got nicked from our
flat in London. Our vigilante, The Peddler, patrolled the streets in hopes of detering future offenders.

Images of the hero “spotted” in public got people talking about bike safety as there was an increase
in people registering their bikes on Bike Index. Following the viral success a short film documented
our character’s journey (WIP). Our hero may have been fake but our message was very real - and
people heard it.

Interviewed on BBC Radio London, featured on Heart Radio, Germany’s RTL, the front page of Reddit
and endorsed by the Bike Index.

peddler
concept
NASA