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Lucy’s Cycling Treasure Hunt - advertising Google Maps and Sustrans (& the Pashley Princess - wins IVCA video award

Sustrans’ love story film wins viral video award

A short film produded for Sustrans has today won the best viral video award at the International Visual Communications Association awards in Covent Garden, London.

Clarion Awards are for not-for-profit organisations and recognise best practice in communicating the importance of corporate social responsibiluty, sustainable development, and social inclusio.

The film was made by Catsnake Productions and produced earlier this year to flag the fact Google Maps was turning on its ‘bike there’ directions

Google turned on UK cycle-specific routing on its Maps feature in July. Sustrans’ National Cycle Network routes are included. The bike journey option joined the public transport, walking and driving options on Google Maps. Originally called ‘Bike There’ when it launched in the US, Google’s bike routing service is now called ‘Bicycling’.

Just as the US version of ‘Bicycling’ was created thanks to collaboration with cycling groups, the UK version was made possible thanks to cooperation from Sustrans.

The Google Maps Bicycling routing feature was available on iPhones, but was lost when Apple replaced Google Maps with its own mapping, which has become a PR disaster for Apple because of a great deal of missing data.

‘Lucy’s Cycling Treasure Hunt’ is a romantic tale of a couple reigniting their love thanks to a Google Maps mystery tour by bicycle.

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