ŠKODA wanted an idea to prove their long-standing support of cycling.
The conversation soon turned to the fact that even in 2017, the official Tour De France could only be ridden by men. Women have been fighting to ride the Tour since 1955. ŠKODA was encouraged to rally behind the cause, giving the same support they usually give to the official Tour De France, to 13 women who cycled all 21 stages, starting exactly 24-hours prior. A defiant demand for equality.
I was part of the original creative team behind this concept but left Fallon before it came to life. Credit goes to the brilliant Charlotte Prince and Loriley Sessions for executing the idea.
Creative Direction: Ricardo Motti, Ronaldo Tavares
Silver - Entertainment - Cannes Lions 2019.
Silver - Glass - Cannes Lions 2019.
Shortlist - Sustainable Development Goals - Cannes Lions 2019
Gold - The Andy's Awards - 2019
Shortlist - Campaign Big - 2019
Merit - The One Show - 2019