City Firefly has won the 'Best of the Best' in the Red Dot Award: Design Concept for a bicycle chain lock system that instantly turns into wearable safety gear for cyclists. It offers instantly improved visibility in the dark while maintaining style and individuality. With the number of cyclists around the world increasing especially in urban areas, more than ever before there is a growing awareness of the necessity to enhance cyclists’ safety. Safety gear, however, is unattractive in many cases. Inspired by fireflies, which use their flashing lights to signal and warn of danger in a beautiful way, City Firefly concept was developed to make safety gear more appealing to people with style.
TBWA\HAKUHODO\QUANTUM, based in Tokyo, was established to cultivate, enhance and accelerate innovations beyond the field of advertising. The organization is now planning to develop this product through open innovation method.
For more information please visit tbwa-hakuhodo-quantum.jp