SBS | TEN X TEN

CELEBRATING THE 100TH EDITION OF THE TOUR DE FRANCE

SOCIAL CAMPAIGN | CHARITY ACTIVATION

SBS Australia is the official broadcaster of the Tour de France. In addition to the regular coverage, SBS wanted to celebrate the 100th edition of the Tour exclusively with their fans and give something back to the Australian cycling community.

We created Ten X Ten – a collaboration between artist and avid Tour fan Bruce Doscher and Australia’s cycling community. We created 100 limited edition posters commemorating 10 of the greatest moments in Tour history.

THE ARTWORKS

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The posters were giclée printed on museum-grade paper, signed and numbered by Bruce. We then held online and real-life auctions to raise money for the Amy Gillett Foundation, a non-profit organisation working to reduce bike-related fatalities.

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RESULTS

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CREDITS

AGENCY: Joy Sydney

ROLE: Senior Creative

CREATIVE COLLABORATORS: Emma Lord, Bruce Doscher, Christie Peacock

YEAR: 2013