Tangerine is encouraging Torontonians to opt for an environmentally friendly mode of transport and to give their cars a rest.

With support from agency partner Rethink, the digital bank is deploying a series of OOH installations across Toronto to amplify interest in June 14’s Bike For Free Day and encourage locals to embrace cycling.

In a collaboration with Bike Share Toronto, cars will be “taking a nap” in bright-orange Tangerine-brand duvets at Green P parking lots around the city.

“For this year, we wanted to level things up with a fresh and simple way to grab people’s attention,” says Natalie Jones, Tangerine’s CMO. “By evolving our message from ‘get on a bike’ to ‘give your car a little rest,’ we found a playful way to promote Bike For Free Day, which ultimately led us to a memorable, unexpected out-of-home idea where we are literally tucking cars in for a nap.”

Tangerine, which became the exclusive presenting partner of the Bike Share Toronto in the spring of 2023, says it’s aiming to simplify clients’ lives by providing simple, affordable and effective ways to bank and bike.

“Research tells us that this partnership is extremely well recognized in Toronto and our ability to create deeper connections with consumers who are Bike Share users is important to us,” Jones says. “Our goal for this campaign was to drive awareness of Bike For Free Day and encourage even more Torontonians to start using Bike Share Toronto.”

The movable-billboard bright-orange duvets will be upcycled and donated to Tangerine’s Project Forward partners when the program wraps.

Tangerine says it will be activating during other peak moments during the Toronto summer and “helping riders move around hassle-free during the city’s busiest travel times.”

Nearly seven million riders used Bike Share Toronto in 2024, a year in which e-bike usage spiked by 144% and the number of annual memberships grew by 14%.