ŠKODA UK: #ThisIsOurTime

Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.

Campaign details

Brand: ŠKODA UKBrand owner: Volkswagen GroupLead agencies: PHD UK, FUSEContributing agencies: Fallon London, OgilvyCountry: United KingdomIndustry: Automakers & marquesMedia channels: Content marketing, Events & experiential, Integrated, Merchandise & free gifts, Newspapers, Online display, Online video, Radio & audio, Social media, Sponsorship - Sports, TelevisionBudget: 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...

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