Škoda embraces unsolicited graffiti that appears during the Tour de France by commissioning female artists to transform it into creative illustrations. Rather than erasing the crude anatomical drawings, this initiative reclaims the public space to promote the Tour de France Femmes p/b AVEC - Zwift. The project aims to spark conversations around women's cycling while utilizing the visibility of the men's Tour, which garners over 3.5 billion views. This creative twist frames an unwanted issue as a unique marketing opportunity.
Instead of just erasing the art, Škoda is doing something unexpected: turning crude jokes into eye-popping promo for the Tour de France Femmes p/b AVEC - Zwift.
Armed with spray paint, fresh perspective, and plenty of creativity, a team of female artists is riding the route in a specially designated Škoda support vehicle number 221.
These redesigned murals won't just cover the problem; they'll start a conversation.
We're turning an unwanted problem into a powerful opportunity, said Meredith Kelly, Škoda's Global Head of Marketing.
Collection
[
|
...
]