London Drugs wanted to do something different to publicize the results of their recycling efforts in a test market in Victoria, BC. We developed the concept of a pedi-cab disguised as a rolling stack of Styrofoam™, cruising around the streets, offering people rides and visiting the London Drugs stores in that market. The StyroCycle was designed and created by Lorne Craig, and brought to life by the cranking efforts of the Victoria Pedicab Company. It garnered media attention, including photo ops with Victoria’s Mayor and BC’s Minister of Environment. The StyroCycle relaunched in Vancouver for the opening of the Olympic Village store, with updated recycling stats.