For the second successive year, creative agency has Music launched the 2018 HSBC UK 'Let’s Ride' campaign for British Cycling. The campaign aims to drive people to one of 14 nationwide HSBC UK, 'Let’s Ride' events, and get on a bike to help realise British Cycling’s vision of transforming Britain into a great cycling nation.The event’s name and positioning has changed for 2018 – therefore the creative approach needed to reflect a ‘festival of cycling’ with a localised community feel, that was accessible to all – encouraging people to take part in one of the events up and down the country from May to September. HSBC UK 'Let’s Ride' is an inclusive series of events that opens up cities, ensuring that they are traffic-free along a course of around 5km and feature fun activities for families including face-painting, free cycling-related giveaways, demos and activities.Music worked with illustrator Andy Smith to create an illustrated, festival-inspired campaign. The lively creative aims to motivate even more people to take up cycling by raising awareness of the family friendly events. Each event is made relevant by incorporating local landmarks. The creative will appear in online, social and OOH advertising – and Music and Andy Smith have collaborated on an animation to showcase how the event works and what is has to offer.CreditsAndy Smith, Illustrator, Andy SmithAdam Rix, Creative Director, MusicOliver Wigglesworth, Creative Director, MusicCarmen Ladwig, Designer, MusicMike Ash, Animator, MusicJade Haslehurst, Project Manager, Music