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The ad campaign, known as LOOK!, was created free of charge by the advertising agency Publicis in Seattle.
Between 1996 and 2003, 225 New York City cyclists were killed and nearly 3,500 were injured by cars. A new advertising campaign run in 2007 aimed to make New Yorkers more conscious of bike safety, with fairly striking — and surreal — images of bike lanes veering off the road and onto the wall or onto the hood of a car.
The ads were run on bus-stop shelters, the rears of buses, phone kiosks and the tops of taxis; at gas stations; and on postcards placed in restaurants around the city. The ads also featured in Time Out New York and New York magazine and were broadcast on local radio stations.