In 2021 the Santos Tour Down Under was unable to go ahead as planned. COVID-19 meant no travel, no international riders, and restrictions on crowds. In its place, Events SA created an offshoot event, the Santos Festival of Cycling.
To build anticipation, we created a digital video that expressed its essence – a celebration of the cycling community, the South Australian landscape and the passion that makes cycling so special. Featuring everyone from professionals to those just learning to ride, road cycling to BMX, it reflected an undeniable truth; more than a just a hobby or a sport, cycling is an identity that brings people together and welcomes all. With dynamic visuals and a track that mixed nostalgic sentimentality and uplifting excitement, our TVC told that story, and invited everyone to Join the Ride.
In a year where participation, community and state pride were more important than ever, we articulated the spirit of cycling in all its iterations and positioned the Santos Festival of Cycling as a celebration of this spirit.