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Austin, TX
United States

The studio of Brian Thompson. Freelance copywriter and creative director. I build brands with words and lasers. 

Tour De France

When I was an Associate Creative Director at The Concept Farm, we won a new business pitch to promote TV coverage of the 95th Tour De France for the Versus network. Since the professional cycling world was plagued by scandal, we reminded fans about the real intensity that they love about their sport.

Fans pledged their commitment on the site and joined rides in several cities. 

 Professional riders also shared their dedication in a series of broadcast spots.

The campaign was widely cheered on cycling forums and blogs. It was also covered by The New York TimesGood Morning America, AdWeekAdRants and Communication Arts.

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

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