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The Blue Tire

The campaign that made the blue front tire world famous


Strategy Creative concepting Copywriting Video production Visual design PR strategy Media strategy Social campaigning UX design UI design Web development Activation production


Boldly-XR Bram Berkien Ovide PR mønaerk Tour de Tietema

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Make the blue tire world famous

That was the briefing. We developed a campaign for Swapfiets, sponsor of Team Jumbo-Visma, which caught the eye of marketers and cycling enthusiasts everywhere. We made the blue tire part of the world's biggest cycling race, the Tour de France. Set a world record for the largest banner ever, one that was seen live on TV by millions of viewers worldwide. And inspired the Dutch YouTube channel Tour de Tietema to climb Mont Ventoux on a Swapfiets, while reaching the desired target groups through a sophisticated (social) media strategy. The Blue Tire campaign was much admired and widely rewarded.


Logo Bronze Clio wit
Bronze Clio Sports 2022
Partnerships & Sponsorships
Bronze Esprix Award 2022
Business to consumer
Silver Esprix Award 2022
Consumer Services
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Golden SponsorRing 2022
Logo sponsorring
Golden SponsorRing 2022
European Sponsorship Award
European Sponsorship Award 2022
Sport Sponsorship < €1M
Logo sponsorring
European Excellence Award 2021
Sport & Lifestyle
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