Cycle Show Campaign

Historically, Upper Street Events have tried to engage a diverse cycling audience with a single piece of creative. Unfortunately we felt this blanket approach would always let them down.

We wanted to engage and empower cyclists, so we created a campaign that allowed cyclists across the world a chance to share their favourite rides with each other via facebook and twitter. This content was then used as a basis to create individual ads tailored to specific cycling genres and publications.

We enlisted some of the best cycling talent including triple Olympic medallist and multiple world champion Chris Newton, and Vans pro rider Ben Hennon.

Both were happy to come to our 2 day photo shoot and become the poster boys of our campaign.