Creative Classic: Skoda’s consistently excellent Tour De France work
Sometimes a sponsor can become part of the furniture, but Kevan Barber, head of creative at Launch, says Skoda’s Tour de France creative is a constant source of inspiration.
Skoda's done some great stuff around cycling, some of which gets its plaudits, but its 2023 stunt in Surrey is my pick for one that felt overlooked, and one I reference regularly.
It sponsors the Tour de France, providing the support vehicles, and so to celebrate, it took over a climb near Dorking and transformed it with the customary Tour de France atmosphere—the Tour de Skoda.
Living nearby and seeing the hordes of cyclists that descend on the area each week shows how they got the location right, but also the execution of the idea.
The signs, the fans, and the chalk on the road all combined to make this truly memorable for those riding that particular road. Skoda showed it gets cycling culture, not always true of brands that step into sports sponsorships!
Seemingly positioned as a social-first content campaign, it feels like this had legs to go further. And with this year's Tour fast approaching, let's see what the brand's got up its sleeve this year.
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