Tour de France Femme avec Zwift
In 2022, the virtual training company Zwift decided to sponsor the first Tour de France multi-stage race for women since 1989. Working with five other women as part of a global pop-up agency, I led the messaging around a creative campaign that elevates women’s cycling and playfully raises awareness around gender inequity in sport.
Spanning digital, outdoor and social activations, the campaign offers up some irreverent new rules of cycling and encourages fans to watch the femmes.
THEME: The last time women were allowed to compete in a multi-stage race at the Tour de France, it was 1989. WTF? (Watch the Femme).
415,000
spectators lined the routes, more than any other women's cycling event in history
+80 million
viewing hours across seven European countries
100 million
views on official social media platforms
80%
jump in race traffic from 2022 to 2023