Le Coq Sportif needed to remind the world of their long and prestigious association with the Tour de France. They were, in fact the very original kit producer and sponsor. They'd produced a Limited Edition Celebratory cycling & casualware range. They needed a launch.
The Heart of France was born. We hired 'Look Mum No Hands', Londons premier cycle cafe/workshop in Old Street, Shoreditch for the duration of the TDF. Journalists and public were invited to a grand launch with the range on display and a shrine to cycling on the east wall of the cafe with looped videos of famous LCS-wearing cyclists through history.
Plenty of column inches, a lot more awareness and a tonne of kit sold. Money well spent.