TBWA Worldwide Launches The Bike Lane
Photography Project Shot in Shanghai, in Support of Room13 International
NEW YORK, Feb. 28, 2013
NEW YORK, Feb. 28, 2013 /PRNewswire/ -- TBWA\Worldwide today announced the
launch of the photography project, The Bike Lane, the culmination of a two-day
shoot in Shanghai, focused on people of the city and their beloved bicycles.
The Bike Lane was conceived by TBWA Worldwide's Chief Operating Officer,
Emmanuel Andre and TBWA Greater China's Chief Creative Officer, Edmund Choe.
Andre, a published photographer outside of his day job, was looking for his
next project. Choe, who joined TBWA in 2010, was looking for a way for the
Shanghai office to get more involved in the global network, as well as raise
awareness and funds for TBWA's long-supported CSR initiative, Room13
International. TBWA\Greater China has supported Room13 locally for five years.
In September 2012, TBWA\Shanghai assembled a team of volunteers and built a
pop-up photography studio on Jiaozhou Lu, one of Shanghai's most vibrant
streets. The team spent two-days stopping bicycle riders in the street and
recruiting them for the project. From hipsters on fixies and businessmen in a
hurry, to retired couples and high-school students. The volunteer crew helped
to source and set up equipment, find interesting subjects to shoot, captured
moments on film, shot behind-the-scenes footage and even moved vegetable
trikes, to bring The Bike Lane to life.
"Through this collection of portraits, maybe you'll see something you haven't
seen before in China," said Andre. "The welcoming 'Auntie,' the worried
schoolgirl, the excited newlyweds. They all have one thing in common:
curiosity. Everyone we asked to participate was curious. No one turned us
"I'm excited and very proud to be a part of this collaboration. We hope
through these images, you'll discover something unique about the people of
Shanghai. Like the immense enthusiasm for life and curiosity that is fueled by
the desire to be free and to embrace the world in today's new China," said
The Bike Lane launches with a reception at TBWA\Chiat\Day New York on Thursday
February 28, where all photos will be on sale and 100% of the project's
profits will go to Room13. The Bike Lane will exhibit in Shanghai later this
For more information on The Bike Lane, please visit www.TheBikeLane.org. To
learn more about Room13, please visit www.room13international.com.
Photographer: Emmanuel Andre
Based on an idea by: Emmanuel Andre and Edmund Choe
Art Composition: Jessica Faller and Emmanuel Andre
TBWA Production in Shanghai: Rannie Lin, Music Chen, Bryan Xiao, Joanna Zhao
Being Production (Shanghai): Ray Sun
RefineImages (Shanghai): Jonathan Zhang, Gustav Liu, Devio Cao
Video editing and montage: Brandon LaGanke (TBWA Worldwide)
E-Graphics Print Production (NYC): Joni Adams, Natalie Fernandez, Pasquale
Bortone, George Ashbrook
Art Direction: Ceara Teixeira (TBWA Worldwide)
New York Exhibition: Rhonda George, Aislinn Haggerty, Raphael Bouquillon
About TBWA Worldwide
TBWA Worldwide (www.tbwa.com) creates Disruptive Ideas expressed through Media
Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, DATSUN,
Energizer, Four Seasons, GSK, Henkel, Infiniti, L'Oreal, McDonald's, Michelin,
Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank and Singapore Airlines.
TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by
Advertising Age in 2010 as the "Best International Network of the Decade."
TBWA has 274 offices in 100 countries and over 11,000 employees worldwide.
About Omnicom Group Inc.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a
leading global marketing and corporate communications company. Omnicom's
branded networks and numerous specialty firms provide advertising, strategic
media planning and buying, digital and interactive marketing, direct and
promotional marketing, public relations and other specialty communications
services to over 5,000 clients in more than 100 countries.
About Room13 International
Room 13 International (www.room13international.com) represents a growing
network of student-run arts studios in schools and community settings
worldwide. The story of Room 13began in 1994, when a group of students
established their own art studio in Room 13, Caol Primary School near Fort
William, Scotland. They ran the studio as a business, raising funds to buy art
materials and employ a professional Artist in Residence to work with them.
Slowly and organically, Room 13 has gone on to establisha network of creative
studiosand a thriving community of young artists and entrepreneurial thinkers
that stretches around the globe.
SOURCE TBWA Worldwide
Contact: Marianne Stefanowicz, Worldwide PR & Communications Director,
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