New York City’s Reawakening

When New York City shut down, New Yorkers needed a feeling of control. With Ride Up, we turned everyday bike rides into acts of resilience and optimism. The campaign greeted New Yorkers with a marquee placement in Times Square and others across the city to position Citi Bike as a symbol of positive progress for neighborhoods slowly coming back from the brink.

The result?

The first Saturday after this work launched, Citi Bike broke a single-day record with 103,139 rides in one day.