Luci d'Artista festival is the most prominent Italian event dedicated to contemporary art. Part of Turin's ongoing regenerative strategy, the project reflects city's endeavors to confirm its role as a major international centre for contemporary art. The Festival intends to show the possibilities offered by the latest technologies in lighting. Beautiful and scenic lighting sculptures and installations illuminate the streets of Torino with creativity, concept and colour over the two Christmas months

The objectives of this year's Festival were to enhance Turin's leading role in contemporary art and to re-position the city as a major European capital of art, starting with the city streets. It was aimed to promote the city's advertising creativity and to highlight the latest innovations in the lights sector. The budget winner needed to literally inject energy into the streets.

Old Bond's bikes project imagery/videos from wheels, stationary or moving along chosen routes. They fascinate, create public engagement & get core messages across. -Approach: 15 Stationary & In-Motion bikes. A well-known Italian artist was commissioned by the City to design art-videos for the bikes. -4 video-bikes were positioned on stands like sculptures in a busy pedestrianized street. Stationary sessions lasted for 5hrs a day for a 65 day campaign; 11 video-bikes became a part of the Turin Bike Sharing service. Anyone could reserve the special bikes on the Internet.

The campaign was a big success according to the City of Turin officials. Static bikes attracted lots of people in the streets around the day. All 11 video-bikes meant for for bike renting were fully booked for all 65 days. Quotations from Italian newspapers: 'We had the privilege of trying a bike during a night tour and people in the streets were stopping us all the time, fascinated by the lights drawings and asking information about these 'magic bicycles', - La Stampa 'The video-bikes were the best part of the Festival. Absolutely magnificent!', - La Repubblica