Atelier Vélo

A year-long press programme for a small bike maker that wanted to be part of how the city moves.

( Insight )

Cycling coverage was all infrastructure and politics. The riders themselves were missing from the story.

( The idea )

We paired journalists with everyday riders for a morning commute, then let them write about the route instead of the bike.

( Results )

Features in eight national titles, a radio series and what the founders call the year that kept the lights on.