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Austin, TX
United States

The branding studio of Brian Thompson. Freelance copywriter and creative director.

Tour De France

To promote TV coverage of the Tour De France while the cycling world was plagued by scandal, we reminded fans what they love about their sport. They 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 cheered on cycling forums and blogs. It was also covered by The New York TimesGood Morning America, AdRants 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