HSBC UK X BRITISH CYCLING. THE LONELY BIKE.

HSBC wanted to get more people cycling—but not with a corporate lecture or a shiny sponsorship badge. So we gave the spotlight to a forgotten character: a lonely bike, gathering dust in a shed. With Sir Chris Hoy as our unlikely narrator, we turned a simple metaphor into an emotional nudge. The film was heartfelt, understated, and quietly persuasive—reminding the nation that the freedom, joy, and power of cycling was just one ride away.