The last time women were allowed to race at the Tour de France, it was 1989. 33 years later, the virtual training company Zwift decided to sponsor the first Tour de France for women in 33 years. Working with five other women as part of a global pop-up agency, I helped develop a creative platform that elevates women’s cycling and raises awareness around gender equity in sport.
Spanning digital, outdoor and social, the campaign offers up some irreverent new rules of cycling and directs fans to WTF (Watch the Femmes).
