Promotional campaign for the Versus network
When I was an Associate Creative Director at The Concept Farm in New York City, we produced this integrated campaign to promote TV coverage of the Tour De France in the United States.
The cycling world was plagued by scandal, so we pitched an idea to remind fans what they love about their sport.
Fans across the country responded by pledging their support on social and joining rides in several cities.
Professional riders also shared their dedication in a series of broadcast spots.
The campaign was widely debated and cheered on cycling forums and blogs. It was also covered by AdRants, Communication Arts, Media Post, The New York Times, The Wall Street Journal, and Good Morning America.
Broadcast viewership of the tour’s 21 stages increased 97.6% over the previous year with more than 30 million viewers tuning into a portion of the wall-to-wall coverage of the Tour.
Client: Versus Network
Agency: The Concept Farm
Art Directors: Rob Singh and Tyronne Schaffer