The Brief

We were appointed by Amstel as their lead creative agency to activate their sponsorship of Prudential RideLondon. We were tasked with developing a content series that would engage cyclists and non-cyclists alike through PR, social media and digital advertising.

The Big Idea

To kick-off our campaign we got cycling legend Mark Cavendish to coach eight amateur RideLondon cyclists who were all called Mark Cavendish!

Our content series showed the many Mark Cavendishes receiving their gear, tactics and riding tips from Mark Cavendish – including how to build 100-mile legs and how to ape the Manx Missile’s signature move.

The content delivered outstanding press coverage and was used as the creative for a major YouTube, Instagram and Facebook advertising drive.