San Francisco has 72 hills totalling over 30,000 feet of vert. In other words, cycling isn't easy for anyone outside of the spandex set.
The New Wheel was looking to change this, and to find a way to how their electric bicycles could effectively flatten SF, and make the entire city accessible by bike.
The posters feature 4 iconic SF landmarks portrayed in international orange, the color of the Golden Gate Bridge. The design calls for the interconnecting posters to be hung at a 30º angle, simply and elegantly demonstrating the effect of a New Wheel eBike.
The poster set was shortlisted for a 2012 Cannes Lion.
