Grey Advertising APAC

This Bike Has MS

MS Australia


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    MS Australia

    This Bike Has MS This Bike Has MS


    The debilitating symptoms of multiple sclerosis (MS) have been hidden inside a bike in a new campaign launched by Grey Melbourne. 

    The frame has been buckled and the wheels deliberately bent, teeth have been sheared off the gears and ball bearings tucked inside thin handlebar tape making this bike considerably difficult, erratic and uncomfortable to ride. A slightly twisted fork and the constant whirring sound from the gear cassette also feature on the bike built to aid awareness of MS and the upcoming MS Melbourne Cycle.

    The bike’s design was led by Paralympian gold medalist, Carol Cooke AM. Cooke, diagnosed with MS in 1998, led a team including neurologists, physiotherapists, bike mechanics and people living with MS.

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    Branding & Design, Strategy, Insights, Digital, Advertising
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    Grey Group Asia Pacific
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