Successful Sponsorship Special Award
SKODA UK: #ThisIsOurTime
Brand SKODA UK
Agencies PHD UK, FUSE
Advertiser Volkswagen Group
Country United Kingdom
ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.
It launched a content-led campaign, #ThisIsOurTime, to stimulate conversation around the absence of a women’s Tour de France by telling the story of Donnons des Elles au Velos J-1, an all-female cycling team assembled to ride the entire Tour de France the day before the men.
By giving female cyclists content platforms on which to tell stories designed to inspire and provoke debate, #ThisIsOurTime reaffirmed ŠKODA’s links to cycling while stimulating conversation about an under-discussed issue.