SKODA has a long a standing history of cycling, and they’d just cemented this with brand ambassador Bradley Wiggins and their new platform idea ‘Driven By Something Different’, when they come to us wanting an idea that would continue this mentality.

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. So, we encouraged SKODA to rally behind the cause, giving the same support they usually give to the official Tour De France, but to 13 women, starting exactly 24-hours prior to the official event. A defiant demand for equality. 

I was part of the creative team that concepted this idea, but left Fallon before it was executed. Credit goes to Charlotte Prince and Loriley Sessions at Leo Burnett for executing the idea.

Creative Directors: Ricardo Motti and Ronaldo Tavares