London Cycling Campaign

The London Cycling Campaign (LCC) is the UK’s largest urban cycling charity, representing the interests of people who cycle or want to cycle in London, and campaigning for a safer, more accessible cycling environment across the capital. LCC campaigns directly with politicians, planners and the public to make cycling a realistic choice for more Londoners.

In the run-up to the London Mayoral Election, the London Cycling Campaign wanted a series of short films to raise awareness of their campaign aims and encourage Londoners to contact mayoral candidates demanding action on carbon emissions. The films needed to work quickly and effectively across social media platforms, in the compressed timeline of an election campaign, reach and shareability were as important as production quality.

We developed a visual identity for the series built around the circle of a bicycle wheel, a simple, memorable graphic device that gave each film in the series a coherent visual language while allowing the content of each piece to vary. The wheel motif worked dynamically in animation, giving the series energy and movement that matched the campaign’s urgency.

Each film was produced in multiple social media formats, sized and optimised for different platforms to maximise reach across the digital landscape in the pre-election period. The combination of dynamic animation and a clear call to action gave the series both the visual impact needed to stop a scroll and the clarity of message needed to prompt action.

A series of social media campaign animations for the London Cycling Campaign deployed across platforms in the run-up to the Mayoral Election and designed to drive public pressure on candidates to commit to action on London’s carbon emissions.

The production demonstrates Nutmeg’s capability in fast-turnaround campaign animation for public affairs and electoral contexts, where speed, social media optimisation and clarity of message matter as much as visual quality.