450 km of Bike Lanes,
Celebrated Citywide
Rio finished 450 km of bike lanes. Through Bike Itaú, the brand turned the milestone into a free public ride. Here is what the campaign delivered.
- 01Bike lanes celebrated450 km
- 02People who rode10,000
- 03Earned media valueR$4.5M+
Rio de Janeiro finished building a citywide cycling network. Through Bike Itaú, the brand set out to own the moment.
Families, first-timers, seniors, and serious cyclists, all on the same lanes.
A public ride became a public story, carried across Rio's press and beyond.
Turn Infrastructure Into a Moment
A bike lane is infrastructure. A citywide ride is an event. We opened the new network with a free ride anyone could join, with Bike Itaú the thread running through it.
Woven Into the City
The orange bikes were already part of daily life along the Flamengo waterfront. The celebration tied the brand to a healthy, public moment in the life of Rio.
A Milestone, Years in the Making
Rio de Janeiro completed 450 km of bike lanes, a cycling network built out across the city. Through Bike Itaú, the orange bikes already part of life along the waterfront, the brand set out to turn that milestone into a public celebration.
Turn Infrastructure Into a Moment
A bike lane is infrastructure. A citywide ride is an event. The plan was simple: open the new network with a free public ride that anyone could join, and let Bike Itaú be the thread running through it.
The route followed the bay, the same lanes Rio rides on a normal weekend, now the stage for one shared moment. The bikes people already knew, in a setting they already loved, gave the campaign its warmth before a word of coverage was written. Earned attention starts with something worth turning up for.
Ten Thousand People Showed Up
On the day, 10,000 people rode. Families, first-timers, seniors, and serious cyclists shared the same lanes along the waterfront, with Sugarloaf in the background.
The turnout was the point. A milestone that could have been a press release instead became a morning out for the city, open to anyone with a bike or willing to borrow one. That breadth, all ages and abilities on the same road, is what made the day feel less like a brand activation and more like something Rio did together.
A cross-section of the city, on two wheels.
R$4.5 Million in Earned Media
The ride became a story. Coverage across Rio's press and beyond carried Bike Itaú and the 450 km milestone to a citywide audience, exceeding R$4.5 million in media value.
A good photograph does the work of a hundred pitches. Sugarloaf, the orange bikes, and a clear morning gave editors and feeds an image they wanted to run. The brand sat inside the frame without ever interrupting it, which is exactly how earned coverage is supposed to feel.
By the Numbers
A milestone became a movement: a complete cycling network, a citywide ride, and coverage that carried the brand across Rio.
A Brand Woven Into the City
Beyond the numbers, the campaign tied Bike Itaú to a positive, public, healthy moment in the life of Rio.
Celebrating the 450 km network did more than mark a milestone. It associated the brand with the city's own progress, with families and weekends and the waterfront, the kind of association paid attention earns and money cannot simply buy. The orange bikes were part of Rio before the ride. After it, they were part of the story Rio tells about itself.