AdFreakHow to Promote Toyota Camry’s New Safety Features? Build Them Into ‘the World’s Safest Bike’22squared partnered with NYC's Priority Bicycles for the prototypeBy Gabriel Beltrone|April 5, 2018The Priority Bicycles team works on the bike prototype featuring safety tech inspired by the new Camry.22squaredShareBy Gabriel Beltrone|April 5, 2018ShareCreating a high-tech bicycle might not seem like the most obvious way to promote the safety features on a new car—but that’s just what a Toyota affiliate and agency 22squared did to help peddle the new Camry.Southeast Toyota Distributors—which supplies dealers in five U.S. states—and the Atlanta-based agency teamed up with New York-based Priority Bicycles to create the prototype, which includes extra sensors to detect objects that are dangerously close, and alert the rider through a multi-colored light panel (green is safe, yellow is dicey, red is danger).There’s also a headlight that automatically moves up and down as the bike accelerates and decelerates—presumably to increase visibility further out as the vehicle moves faster.These tools are all designed to pay homage to the tech on board the car—like a lane alert system that warns drivers when they’re drifting. But that spirit of mimicry is best served by the piece de resistance—a button on the bike that blares out the sound of an actual Camry car horn.Southeast Toyota, 22squared and Priority also brought in Mike Senese, a television host on the Science Channel and executive editor of DIY publication Make: magazine, to help develop a bicycle that is also intended to spark conversation about using technology to improve safety for riders, without distracting them. (An estimated 1,000 cyclists die in accidents per year, the case study video warns).“Our intent was to build something tangible together that showcases Toyota’s commitment to safety and raises awareness for an alarming problem out there within the biking community,” says Kevin Botfield, executive creative director at 22squared, in a statement comparing the prototype bike to a concept car. “And while we might not see a bike like this on the road just yet, we would like to change the way people view safety on the roads.”It’s not the first automotive campaign, though, to extend a car brand’s safety message into the cycling category. In 2015, Volvo and Grey London created Life Paint—a reflective safety spray that could be used to help riders and their bicycles light up in headlights at night—distributing some 2,000 cans to local bike shops.CREDITS:Client: Southeast Toyota Distributors Campaign Title: 2018 Camry Safer Bike Agency: 22squared Agency Location: Atlanta and Tampa EVP, Chief Creative Officer: John Stapleton SVP, Executive Creative Director: Kevin Botfeld VP, Creative Directors: Mitch Segall, Eric Burke Senior Digital Art Director: Stephen Bridges Producer (SVP, Director of Integrated Production): Matt Silliman EVP, Director of Creative Operations: Amanda Ferber Group Account Director: Julie Winner Account Supervisor: Christina Kendall Account Executive: Kelsey Ann Williams Director: Jay Buim Creative Director: Falk Eumann Tech Director: Sun Komen Executive Producer: Adrianne McCurrach Producer: Alexis Celic Editorial Company: Captain and the Fox Editor: Moss Levenson Composer: Ben Rosen Audio Record and Mix: Bare Knuckles Sound Engineer: Chris Basta C1Priority Bicycles: Dave Weiner, Founder & CEO Priority Bicycles Connor Swegle, Co-Founder & CMO Priority Bicycles Mike Senese, Lead Technology Designer Lauren Jones, Marketing & Creative Manager Priority Bicycles Steve Szejnrok, Lead Mechanic & Bicycle Design Priority Bicycles Adweek Adweek