SKODA
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Tour Des Femmes
We followed 13 women riding the Tour de France route in defiance against the rule of male only competitors.
13 women, all 21 stages, starting exactly 24 hours before the official race.
We built a fast-moving social campaign alongside the ride, filming on the road and capturing interviews with the riders as the story unfolded.
The content took off, building a viral following, so we went further: in a 24-hour rush we edited, clocked and delivered a TVC that replaced Skoda’s Tour de France Paloma Faith spot, all whilst the riders were still riding to complete the 21 stages.
Silver Lion (Entertainment in Sport)
Gold, Andy Awards
Silver, Gerety Awards
elevating visibility, championing gender equality in sport, and mobilising fan and sponsor support.
Team EXF was all in. We chased the race from the back of vans, grabbing pit stops and crashing in whatever rooms we could find—most places booked out by the men’s Tour. We cut the TVC in a castle on dial-up and still delivered for TX.
The project went viral, and hundreds of women and girls showed up at the finish line to ride it home together—a moment we’ll never forget; we’re proud to have fuelled the rise of the Tour des Femmes.
WE PARTNERED WITH XBOX + MCCANN LONDON, TO CREATE A BRANDED NARRATIVE ENTERTAINMENT SERIES, WHICH BECAME ONE OF THE MOST AWARDED IDEAS GLOBALLY IN 2024
Direct-to-brand campaign system scaled across TV, OOH and social
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