Rain is one of the main obstacles to cycling. In order to remove this obstacle and promote cycling in all weathers, the regional public service of the capital of Belgium, Brussels Mobility, has set up large format panels whose display turns into a poncho.
This original and practical device was imagined by the Brussels-based creative agency Mortierbrigade. Each billboard contains 20 "poncho posters" that cyclists can tear off and wear in case of rain.
The design of this unique poncho required several weeks of work by the two Brussels designers Camille Taillefer and Marie-Céline Debande.
This unique model was to "meet two important constraints: make it as comfortable as possible to ride a bike and find a way to fold it into a display" says the creative agency. These poncho posters were printed and cut from polyester.
300 other classic ponchos were also distributed during this very nice communication campaign.
