THE BIG RIDE TO AMSTERDAM
CLIENT: THE LESSONS FOR LIFE FOUNDATION
The annual Amsterdam ‘Big Ride’ has become an essential fund raiser for the Lessons for Life Foundation. With over 4OO riders cycling a collective 125,OOO kilometres from several European locations over 3 days, participants raise an average of $1.5 million, helping Lessons for Life provide 1O,OOO African children a school education. I was commissioned to create all the communication materials to promote the event, based around a core visual concept that could be easily adapted for each start location and would easily translate into several languages. My solution was an extremely simple one; I created a Dutch rural scene composed from bicycle parts.