Cape Argus Cycle Tour

Brand: Pick ‘n Pay Cape Argus Cycle Tour

Target Market: Cyclists

Media: A2 Poster & Full-Page Newspaper

Art Director: Gareth Wheeler

Copywriter: Warrick Sherrell

We were recently given a live brief from the agency that has been doing all of the Cycle Tour ads, they were stumped for ideas for the brief as they have been working on it since the tour started advertising, so they came to us for a fresh take on things.

A2 Poster

One of the main topics covered in the briefing was a move away from cycling imagery and onto more conceptual imagery for the race as cycling pictures are generic and dont really say much about the race. Alas there was still quite a few people who used cycling imagery, i’m not sure why.

I decided to go for something completely different, thinking about what is present on race day and what isnt there. To start, there is no cars so road signs become irrelevant on race day, so we decided to spruce them up for this campaign and have them focused on race day things such as people having a large party down the road or stopping to enjoy the stunning view.

Newspaper Ad #1

What is so nice about this campaign is it can actually be extended to real road signs used to promote the event or to be put up on race day to lift the moral of the cyclists.

Being a mountain biker myself, i thoroughly enjoyed this brief as working on a brief were your interests lie is truly the best!