Guerrilla Case Study: Ghost Bikes

We've talked before about how color can be an extremely powerful and effective tool to help stand out from the clutter and noise of our visually-oversaturated culture. That is why phenomenon known as "ghost bikes" are becoming the center of attention. Although the nature of this guerrilla case study is a bit grim and somber, the simplicity and intensity of the now-iconic bikes has been extremely successful at raising awareness for bicyclists and their rights to share the road with motorists.

The first ghost bike showed up in St. Louis in October of 2003 and was the product of a man by the name of Patrick Van Der Tuin after he witnessed a bicyclist get struck by an automobile. Feeling compelled to demonstrate to motorists their role in the spike of bicycle accidents, Van Der Tuin painted a skeleton-like bicycle a shivering shade of white and placed it at the scene of the accident to which he bore witness. A white sign with hand-drawn red letters that spelled out "Cyclist Struck Here" was then placed on the bike to serve as a reminder that safety should come first on the road.

Van Der Tuin, with the help of some friends, then erected more ghost bikes around St. Louis at sites where people on bikes were struck. The phenomenon gained lots of attention, and in the past five years ghost bikes have spread to 42 cities in eight countries worldwide, with an especially active group in New York City.

Despite the fact that these bikes are more of a political statement than a memorial, they are nonetheless extremely effective as a visual manifestation of a cause. The best guerrilla and marketing campaigns are those that are simple but striking. This campaign definitely embodies both. Clean, simple items are a great way to get your company noticed, especially in today's overwhelming visual culture. Products that are iconic, durable, and that possess style, like promotional sunglasses or promotional water bottles give companies an extra leg-up on the competition and keep the brand at the forefront of the consumer's mind.

Photographs by Christopher Griffith, in conjunction with New York Magazine.

Via: Boing Boing.