You win anyway
How we made cycling the easy choice by reframing the entire conversation
The Challenge
Region Skåne needed to increase the awareness of their new supercycle highways. The challenge wasn't just awareness - it was overcoming the psychological barriers that make cycling feel like a big, intimidating commitment for everyday commuters.
The Strategic Insight
Instead of trying to convert dedicated car drivers into cycling enthusiasts, we focused on a simple truth: with supercycle highways, you win no matter what choice you make. We embraced the mandatory yellow as our signature color, turning a constraint into a distinctive brand asset.
The concept "You Win Anyway" with the tagline “Take the yellow road " removed the pressure and made cycling feel accessible, flexible, and judgment-free.
The Creative Solution
We created a playful campaign built around the distinctive yellow visual identity. We developed a complete set of custom illustrations that brought the concept to life, showing different cycling scenarios in a warm, approachable style.
The messaging celebrated flexibility rather than commitment:
"The scenic route" (for those who want to enjoy the journey)
"The fast track" (for efficiency-focused commuters)
"The backup plan" (cycling as a reliable alternative)
The Execution
Multi-channel campaign across digital and outdoor media
Flexible messaging system that spoke to different cycling motivations
Visual identity that felt welcoming rather than intimidating
Focus on the infrastructure benefits (dedicated lanes, safety, reliability)
My role
Creative Lead & Senior Art Director
Led strategic insight development, identifying psychological barriers to cycling adoption
Developed the "You Win Anyway" concept and distinctive yellow visual identity
Created all campaign illustrations, establishing a cohesive and approachable visual style
Directed creative execution across multiple touchpoints and messaging variations
Managed creative team and stakeholder presentations throughout campaign development