The debilitating symptoms of multiple sclerosis have been hidden inside the parts of a bike. The frame has been buckled, the wheels deliberately bent, teeth sheared off the gears and ball bearings tucked inside thin handlebar tape making this bike considerably difficult, erratic and uncomfortable to ride. A slightly twisted fork and the constant whirring sound from the gear cassette also feature on the bike built to aid awareness of MS and promote the 2016 MS Melbourne Cycle.
Category: Pharmaceutical & medical
URL: http://www.thisbikehasms.com
Client: MS
Agency: Grey, Melbourne
Production: Glass Case Productions
Country: Australia
Director: Max Walter
Chief Creative Officer: Michael Knox
Copywriter: Adam Grant
Art Director: Joash Tham
Copywriter: Michael Knox
Digital Project Manager: Evan Karas
Planner: Danish Chan
DoP: Daniel Gallagher
Agency Producer: Katie Wellbelove
General Manager: Claudia McInerney
Account manager: Aaron Rocca
Senior Account Manager: Catherine McDonald
MS Group Manager Marketing/Communications: Jan Staunton
MS Marketing Specialist: Tegan Berry
Sound Engineer: Paul Baxter (Risk Sound)
Editor: Chris Brown (Trace House)
Colourist: Fergus Hally
Photographer: Liane Hurvitz
Digital Project Manager: Nicolas Brosse
Digital Executive Creative Director: Junjek Low
PHP Developer: Bala Suruliraj
Operations Manager: Wendy Ng
Digital Art Director: Sebastian Quek