SBS | TOUR DE FRANCE

It's In Our DNA

Integrated campaign delivery for SBS's exclusive coverage of the 2017 Tour De France. The concept celebrates the everyday cyclist as they show their support for the Aussie’s in this year's Tour De France. Capturing ‘everyday’ Aussie road warriors in situ with their beloved bike as they declare their support for the Australian cyclists competing in the tour. This approach not only connected the diversity of Australia with the race but also mobilized everyday Australian's to tune-in to SBS and support the Aussies challenging in the world's biggest road race. Which they did, drawing in more first time viewers than ever before.

Integrated campaign delivery for SBS's exclusive coverage of the 2017 Tour De France. The concept celebrates the everyday cyclist as they show their support for the Aussie’s in this year's Tour De France. Capturing ‘everyday’ Aussie road warriors in situ with their beloved bike as they declare their support for the Australian cyclists competing in the tour. This approach not only connected the diversity of Australia with the race but also mobilized everyday Australian's to tune-in to SBS and support the Aussies challenging in the world's biggest road race. Which they did, drawing in more first time viewers than ever before.