In 2022 the Santos Tour Down Under was unable to go ahead as planned.
Similarly to the previous year, COVID-19 meant no travel, limited international riders, and restrictions on event capabilities. In its place, Events SA continued with the previous years’ offshoot event, the Santos Festival of Cycling.
To build anticipation, we created an integrated above and below the line campaign that heroes the essence of cycling and the grit and determination of the elite riders who compete. Paired with beautiful shots of the South Australian landscape and the cycling enthusiast who live and breathe the sport - we see 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; cycling is more than just a hobby, it’s a community. And Santos Festival of Cycling is a celebration of this spirit.