The best time to teach road sharing is before the first driving lesson, before the first bike ride to school, before anyone has decided that a road belongs to one kind of vehicle and not another. We designed a playmat that reimagined the streets of a city with one important difference: bike lanes woven through the road network alongside car lanes, both given equal space, equal logic, equal respect.
Children played with cars along tracks designed for coexistence. A cyclist must be let past. A pedestrian has the right of way. Every turn, every stop, every lane change is a small lesson in considering others. The values of the road arrive not as a rule, but as the logic of the game itself. Skoda, a brand born from cycling, now using a child’s playmat to make the case that the road belongs to everyone. The message arrived as something kids touched, played with and remembered.
18,442,952 overall campaign impressions.
14,293 unique website users, including 12,968 new users.
124,046 positive interactions (clicks, likes, shares, comments) across all publications.
