Campaign details
Brand: ŠKODA UKAdvertiser: Volkswagen GroupAgency: Ogilvy UKCountry: UK
Campaign Overview
The campaign for wheel change
ŠKODA, a brand that built bikes before cars, set out to narrow professional cycling's gender gap.
Strategy
As a physical show of solidarity with the 23 women riding the 2019 Tour de France stages, ŠKODA launched a virtual cycling challenge. It encouraged cyclists and the general public to climb 20 million metres alongside them in just one week in support of gender equality in the sport.
#ThisIsOurTime's ultimate goal was to show ŠKODA lived by its...