Halfords were sponsoring ITV's coverage of the Tour de France and wanted to use it to promote the Carrera Virago, a carbon fibre bike that cost just under a grand. We decided to use 4 stages of that year's tour as the ultimate testing ground / showroom, to see if an amateur rider (Dan Francis) and his Carrera could handle it - or if one or both would break. Hence, ' Tour de Francis'.
We made a surprisingly emotive 15-minute documentary, shot across 6 grueling days in the UK, Belgium and France, and used the 24 TV idents as mini-trailers for the online film. We designed the livery, the riding gear, posters, press kit, behind the scenes blog, everything. The campaign gained coverage in the cycling and mainstream press, including the Evening Standard - something most idents don't really get.
We went out with 3 bikes and despite tearing it up over the cobbles of Liege, up two Alps and through the centre of Paris, all we got was got a single puncture. Anti-climax.
Team kit and support vehicle livery:
And a brief summary in the form of a case study video: