The Gran Fondo is a cycling event that helps fund skin cancer research at MSU College of Human Medicine. Besides doing kick-ass ads all the time, Extra Credit Projects is also known for doing a “little extra” for their clients. That is truly the case for MSU’s Gran Fondo. The guts of this campaign really centered around the ambient executions of green bikes in bike racks, the mannequin with a Spartan bike helmet, and some sidewalk graffiti.
Ambient advertising is practically free, people. And it gets more added value from its “viralness” than any traditional media. This worked so well for Gran Fondo that they blew past their goal of 500 rider sign-ups by over 300%.