Pumped up - Riding into the future

Implicated in the cycling world in general, the Tour de France lunches for the second consecutive time a communication campaign inviting the audience to grab their bikes for their everyday travels. Four clips regularly broadcasted on France Télévision since the last edition of the Paris-Nice event bring forward the multiple advantages of cycling, starting with the scenes of everyday lives. Often quite faster, definitely healthier, cheaper and way friendlier environmentally speaking; cycling stands out in the urban world as the ideal solution both individually and collectively.

“You’ve got everything to win”, is at the heart of the campaign.