bikeMi's 2026 campaign uses wordplay and illustrations to promote bike sharing in Milan

IGPDecaux has launched the 2026 institutional campaign for bikeMi, Milan's bike-sharing service managed by the municipality and ATM. The campaign uses illustrations and puns on metro station names to encourage cycling. Created by IGPDecaux's communication team and internal agency Studiò, the visual language is essential with bold colors and graphic synthesis. Illustrator Margherita Caspani (born 1999 in Milan, graduated from IED Milano) created the imagery, known for her synthetic style blending irony and dreamlike elements. Caspani won a gold medal from the Society of Illustrators in New York in 2025. Her work for bikeMi transforms institutional communication into a visual narrative of daily urban life. The campaign features iconic locations like Dateo, Conciliazione, Porta Romana, Cinque Giornate, and Gioia, turning them into linguistic games that intertwine toponymy and personal experiences. Caspani has collaborated with Apple, Acqua di Parma, Corriere della Sera, Il Sole 24 Ore, La Repubblica, L'Espresso, Internazionale, LaFeltrinelli, VeraLab, Zanichelli, deAgostini, and Piccolo Teatro di Milano. She has been teaching at IED Milano since 2023. Her recent project "People You Meet" was presented during Fuorisalone at IED House with luthier Federico Porta.