Science in Sport
Tour de France
Raising visibility during the most prestigious cycling event in the world
The Tour de France is widely acknowledged as the most gruelling test of the world’s best endurance athletes.
This new campaign depicts how competing in the Tour inevitably brings about and the incredible mental and physical strength that the cyclists exhibit, supported by the robust science-based approach of SiS products.
Celebrating The ‘Beautiful Pain’ of Endurance Sport
SiS is the number one brand used by elite athletes in endurance nutrition because they have unrivalled insight and world-class science fuelling their athletes.
Their audience have the desire and ability to put their bodies through a level of pain and suffering that ‘normal’ people cannot/do not. Which makes them special.
It was important for us to create a campaign that would relate to endurance athletes in the most compelling way possible. Pain.
We created a series of executions that show how challenging the Tour De France is. From dangerously high temperatures to the mental strain riders endure for hours on end, the campaign brings to life the mixed reality of pain and euphoria experienced by those who take part.