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.
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