2Wheels London wanted a safety campaign that resonated with young, commuter, and gig-economy motorbike riders, moving beyond generic advice to make them pay attention.

 

We created "Angry Al," an animated devil on the shoulder, who personified the inner voice that encourages risky behavior. The films blended live-action shots of a young rider practicing safe habits with Angry Al urging him to take dangerous actions, highlighting the consequences of ignoring safety advice in a humorous way.

 

The campaign, launched across social media, successfully increased 2Wheels London’s Instagram followers by 171% and boosted website traffic by 81%, helping to foster a safer riding culture in the city.