ABOUT

The Brief
Build on the previous year’s successful campaign and continue to drive distribution and awareness of Cono Sur Bicicleta. Create a campaign to premium’ize the brand and strengthen the awareness of the brand as an official sponsor of Le Tour de France.

Our Approach
For 2016, 103rd Tour, we looked at the history and culture of cycling and found that ‘art‘ has and does play a huge part of the way Le Tour is recorded and remembered. Research revealed that there are a large number of artists who specialise in capturing images of cycling, offering their own unique take on riders, teams, stages, climbs and Tour culture.
We decided to procure a specialist artist to create 103 Limited Edition prints for Cono Sur, which in turn would become a Limited Edition label for 2016.