Italy is the most dangerous place in Europe for riding a bike: every two days, a cyclist dies in a road accident. Audi has been the first automotive brand to support the cyclists’ cause, breaking the car drivers vs cyclists pattern and promoting respect for all road users for safer and cleaner mobility. The Cropped Car is the first Audi campaign that hides the car, focusing what’s on its side: cyclists. In all the brand’s communication, 1.5 meters of the car have been cropped out leaving space to ask for the 1.5 meters distance law, which prohibits overtaking cyclists at a shorter distance. People loved the campaign, hated the campaign, but above all talked about it. Major national newspapers and magazines quoted it, influencers, sports ambassadors and journalists joined the conversation on social media, and thousands interacted with the campaign, making this issue a trend topic.