LifeCycle Get A Life

Singapore bicycle shop LifeCycle was started by Simon Siah as he sought to take life slower and find a sustainable business that would people happy. Working with DDB Singapore Siah was able to develop an outdoor advertising campaign that has gone on to win two gold Outdoor Lions, two silver and bronze Press Lions at Cannes International Festival of Creativity. Three billboards and posters, “Cityscape”, “Terrain” and “Road Map”, use bike parts to spread the message of life outside the box. As Siah says on the LifeCycle site, “Begin your journey with us and arrive where you choose to be, out-of-the-box at your own pace”.

LifeCycle Cityscape

You live in a little box.
You get into a little box that drives you to another little box.
And you spend your day thinking little boxed thoughts in your little box.
Till it’s time to leave for the other little box.
Unbox yourself. Get a life. Get a cycle.

LifeCycle Terrain

Intrepid explorer
journeying to the Elevator,
bravely navigating past Office Politics,
catching your breath at Cape Watercooler before
you venture to the unknown land they call the Pantry.
Step out. Get a life. Get a cycle.

LifeCycle Road Map

Look out the window. What do you see?
Wait, there’s no window.
Only a wall. And fake plastic flowers.
And a fake parquet floor.
A plastic coffee cup on a formica table.
Artificial lighting, on all day.
Get out. Get a life. Get a cycle.


The Get A Life campaign was developed at DDB Singapore by chief creative officer Neil Johnson, executive creative director Joji Jacob, creative director/copywriter Andrew Hook, creative director/art director Thomas Yang, art director Chris Soh, photographer Allan Ng, typographer Celeste Anning, retoucher Ning Woei at Digitalis, account supervisor Sandy Lee working with LifeCycle director Simon Siah.