Campaign details

Brand owner: Volkswagen Group
Lead agencies: PHD UK, FUSE
Contributing agencies: Fallon London, Ogilvy
Country: United Kingdom
Industry: Automakers & marques
Media channels: Content marketing, Events & experiential, Integrated, Merchandise & free gifts, Newspapers, Online display, Online video, Radio & audio, Social media, Sponsorship - Sports, Television
Budget: Up to 500k

Executive summary

If you are a global sponsor of the Tour de France, you DON'T shine a spotlight on gender inequality in professional cycling and the fact that there isn't a female Tour de France.

You DON'T sponsor a women's cycling team who actively campaign against the lack of a female Tour de France by riding the course the day before the men.