Tour de France avec Zwift
01 — Project details
In 2022, the virtual training company Zwift decided to sponsor the first mu Tour de France for women in 33 years. I helped develop a creative platform for them that elevates women’s cycling and raises awareness around gender equity in sport.
Spanning everything from digital and outdoor to social and swag, the multi-phase campaign offers up some irreverent new rules of cycling and directs fans to WTF (Watch the Femmes).
02 — Sample Copy
The last time women were allowed to race at the Tour de France, it was 1989. WTF? (Watch the Femmes)
–Manifesto–
In the virtual world of Zwift,
Everyone gets a starting line
Anything is possible
And limits don’t exist.
We think the same should go for cycling in the real world, too.
So we propose the following New Rules:
New Rule: Cycling is inclusive, not exclusive
New Rule: If you’re riding a bike, you’re doing it right.
New Rule: The more people watch, the more women win.
The Tour de France Femmes avec Zwift is a party on wheels
Cycling like you’ve never seen it
And history in the making.
Watch the Femmes on July 24th—and together, let’s build the world we want to ride in.