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The bicycle retailer Evans Cycles is using the Olympic gold medallist Sir Chris Hoy for the social media aspect of a campaign by Antidote. The cyclist will hide three gold bikes in three UK cities and give clues to their locations on Twitter. Those who find one can then trade it in for a bike worth £1,000. The competition is part of a wider campaign, comprising TV, press, digital and poster elements, to promote Evans’ offer to give people up to £100 for their old bikes when they trade them in for a new one in-store. The work was written and art directed by Egle de Vilutyte and Toby Derham.