Conceived by Y&R and produced by SRCOM, the “ Danoninho Bike Kids”  is the first children’s bike-sharing system in Latin America. It was created as a way to reinforce Danoninho’s initiatives towards children’s autonomy. There are 5 stations placed in Santos, Sao Paulo State, Brazil. The bikes are easily unlocked through a mobile app, similar to those used by adults. Specially designed with an exclusive retractable wheel system, the bikes are also made for older children to enjoy it. An instant hit, this initiative had thousands of users signing in the app.