Students Artem Stavenko and Kirill Chikeyuk participated in a famous TV show of business ideas and won 90 000 pound sterlings for their project of glowing bicycle advertising.
The show was held on the English BBC channel. The guys presented their project of "Old Bond" agency that uses bicycle wheel as a place for advertising.
The technology is quite easy: four LED stripes are fixed on spokes and it's the program that controls their glowing. 
Any images and texts can be shown on wheels. Even moving ones. The guys got a unique chance, 40% from the agency profit will be given to them.
Artem studies in the University College of London, his partner Kirill - in the Oxford University.
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