Every year, as the iconic Tour de France makes its way through the mountains, a strange tradition emerges—graffiti of male genitalia scrawled along the race route. This crude artwork has become a recurring issue for the organizers, who must quickly cover the markings before they are spotted by the press and cameras covering the event. But this year, Škoda and FCB London turned this troublesome graffiti into an opportunity to promote women’s cycling and highlight the Tour de France Femmes avec Zwift.
Rather than removing the graffiti, Škoda, a long-time partner of the Tour, saw potential in the marks and decided to use them creatively to raise awareness for the women’s race, which runs from July 26 to August 3. Škoda, which provides a fleet of electric and hybrid cars to support both the men’s and women’s races, added a special 221st support car this year. Instead of carrying athletes or mechanics, this unique vehicle will carry female artists who will travel the course, turning the graffiti into bold, eye-catching art.
The artists, Cécile Dormeau, a feminist French illustrator, and Erin Aniker, a London-based artist, are transforming these crude images into vibrant visual statements. These artworks will help bring attention to the Tour de France Femmes avec Zwift, a thrilling nine-stage race where top female cyclists battle it out across 1,165 kilometers.
Each artwork will display the official campaign hashtag, #WatchTheFemmes, encouraging viewers around the world to tune into the women’s race. This creative approach gives the graffiti a purpose, using it to start a conversation about gender equality in sports, especially cycling.
Meredith Kelly, Škoda’s Global Head of Marketing, said:
“We’ve been in the cycling business since 1895, so it’s in our DNA. Supporting the Tour de France Femmes for the fourth consecutive year is incredibly meaningful for us. With this campaign, we’re turning an unwanted problem into an opportunity to boost the visibility of women’s cycling on a global platform watched by 3.5 billion people. This is a chance to encourage cycling fans to watch the women’s race and celebrate all riders, regardless of gender.”
Owen Lee, FCB London’s Chief Creative Officer, added:
“When we saw the graffiti, we thought it could be an unexpected but powerful way to draw attention to the Tour de France Femmes. By turning the graffiti into a talking point, we’re helping the organizers and promoting women’s cycling at the same time. The goal is simple: to get more people to #WatchTheFemmes and celebrate this exciting race.”
This campaign is not only a bold statement but a clever twist on a longstanding issue in the Tour de France. By using the Tour’s global reach to promote the Tour de France Femmes, Škoda and FCB London are making a statement for women in sports, ensuring that the women’s race gets the attention it deserves. The campaign is expected to inspire many to tune into the women’s race and follow the exciting journey from Vannes to Châtel.
Through this innovative and disruptive approach, Škoda and FCB London are redefining how brands can support women’s sports while tackling real-world challenges in unexpected ways. This is a reminder that even the most unexpected elements can be used for good, turning problems into opportunities.
Credits:
Lead Agency: FCB London
Local Agency: Change, an FCB alliance
Chief Creative Officer: Owen Lee
Executive Creative Director & Creative Partner: Kyle Harman-Turner
Chief Strategy Officer: Ben Jaffé
Head of Strategy: Tom Lindo
Account Management: Mason Cooksley & Phoebe Newman
Senior Producer: Livvy Tidd
Production Companies: Biscuit & Glue Society
Director: Maria Sosa Betancor
Art Studio: Global Street Art
Media Planning & Buying: PhD
