Over the last few months, the beautiful Canadian City of Saskatoon has transitioned from warm and sunny summer weather to fall, with snow and temperatures below 0ºC. Throughout the transition of these seasons, the #BYXE campaign designed by Copenhagenize Design Co. has also transitioned, showing bicycle riders with winter jackets, scarves and backpacks riding to campus, the workplace, or home. Saskatoon bicycle riders continue to show their love for cruising around the City by using the #BYXE hashtag on social media posts, an affirmation that bicycles are a great mode of transport through all types of weather and seasons.
The #BYXE campaign is also being shown on Tim’s TV, a network developed for in-store TV displays by the cafe franchise beloved by Canadians, Tim Horton’s. Encouraging vehicle driver safety around bicycle riders is the main message in all the advertisements, with messaging for drivers to slow down and pass with care because – as one of the videos explains – the only airbag a bicycle rider has is a bunny hug (a slang term in Saskatchewan for a hooded long-sleeved sweater).