BIKE (UN)FRIENDLY: THE MUMBAI MESS
| Title | BIKE (UN)FRIENDLY: THE MUMBAI MESS |
| Brand | ŠKODA AUTO A.S. |
| Product/Service | ŠKODA AUT, ABUS, WE LOVE CYCLING |
| Category |
E03. Online: Fiction & Non-Fiction |
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Entrant
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MUSTARD Prague, CZECH REPUBLIC
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Idea Creation
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MUSTARD Prague, CZECH REPUBLIC
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Production
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MUSTARD Prague, CZECH REPUBLIC
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Credits
| Josef Matějovič |
ŠKODA AUTO a.s. |
Brand Manager |
| Tereza Išková |
Mustard |
Account Manager |
| Martin Svetlik |
Mustard |
Creative Director |
| Giulio De Blasio |
Mustard |
Director |
| Jan J. Filip |
Mustard |
Director Of Photography |
| Ondřej Votoček |
Mustard |
Producer |
| Veronika Benešová |
Mustard |
Post Production |
| Nero Scratch |
Mustard |
Music Artist |
| Adam Ulrich |
Mustard |
Production Manager |
| Rory Wilmer |
Mustard |
Analytic |
| Bernard Šimon |
Mustard |
Analytic |
| Jan Kořán |
Mustard |
We Love Cycling Editor In Cheif |
Brief Explanation
We wanted to explore the phenomenon of urban cycling in Mumbai - the city with the heaviest traffic in the world and no cycling infrastructure whatsoever. But also home to dabbawalas - possibly the biggest network of bike messengers, who despite the conditions, deliver 200 000 lunches every single day.
We invited three of the best bike messengers in the world, winners of many international messenger competition and them cover one of the food delivery shifts while competing with each other and the dabbawala system.
To really deliver the visceral feeling of the traffic density in Mumbai, we used a multiple camera setup including cameras on bikes and helmets of the riders.