In 2014, the world’s greatest annual sporting event was beginning in the world’s greatest county – Yorkshire.
Our client, Yorkshire Building Society, 150 years old, was an official supporter of the Tour de France Grand Depart. It was our task to help them to get ‘everyone into the spirit’ of the event – while getting some valuable name recognition.
Our pre-Tour campaign built up the excitement by taking traditional Yorkshire images and playfully French-ifying them. This included national press and TV idents for the official pre-tour programme – The Teams Presentation – ITV3.
During the Tour, we developed an outdoor and press campaign that showed why Yorkshire people are rightly proud of their county.
With 2 weeks to go, we were asked what we could do on the day of the Grand Départ to squeeze even more from the sponsorship, after nearly all the budget had been spent on more classic activity.
We realised that the Tour, with a media circus in tow, would be passing a field on 5th July. So if we could do something remarkable in that field then YBS might get valuable free media amplification in real time and thereafter. So, we dyed 150 sheep yellow…
Take a look…