Graffiti vulgarities discovered at Tour de France receive innovative application by Skoda
In an innovative move to draw attention to the women's race, FCB London, along with feminist illustrators Celine Dormeau and Erin Aniker, have transformed rude graffiti, commonly found on the Tour de France route, into bold, eye-catching artworks.
During Stage 19 of the race, female artists painted over the crude graffiti, turning them into cycling-themed artworks that feature the official hashtag #WatchTheFemmes. This campaign, a partnership between FCB London and long-term race sponsor Škoda, has repurposed graffiti that race organizers typically try to erase, into a creative and disruptive visual platform that celebrates women’s cycling.
The campaign, spearheaded by Owen Lee, chief creative officer at FCB London, saw the penis graffiti on the course as an opportunity for a bold and disruptive action. By converting the offensive scribblings into feminist and bold statements, the campaign not only addressed and "flipped" an unwanted problem into an opportunity but also created a provocative conversation starter designed to attract a worldwide audience to the women's race.
The artworks, each sporting unique designs, were created in collaboration with FCB London and feature the official hashtag #WatchTheFemmes. The designs, created by both Dormeau and Aniker, are a powerful inversion of the previous graffiti, celebrating the dynamism and empowerment of the women's race.
This innovative approach effectively captured the attention of the Tour de France’s 3.5 billion viewers, leveraging media interest around the infamous graffiti while supporting and elevating women's cycling visibility through creative art and strategic promotion. The campaign, considered a large-scale take on traditional art exercises, embraces empowerment with a touch of silliness, making it a conversation starter that is both thought-provoking and entertaining.
- The logo of the campaign, #WatchTheFemmes, is prominently displayed on each artwork, serving as a creative and unifying element.
- The illustrations, a collaborative effort between FCB London and artists Celine Dormeau and Erin Aniker, showcase the talent and creativity of the artists involved.
- The artworks, comprising a variety of designs ranging from 2D illustrations to 3D renderings, offer a unique perspective on the tour, entertaining and engaging the audience.
- The illustrator duo, Dormeau and Aniker, have used bold colors in their designs to express inspiration and support for women's sports, particularly cycling.
- The UX (user experience) and UI (user interface) designers have skillfully incorporated the artworks into the layout of advertisements and promotional materials, ensuring a seamless transition between art and advertising.
- The campaign, a fusion of sports, entertainment, and feminist art, has added a fresh and innovative angle to the Tour de France, expanding its appeal to a wider and diverse audience.
- The overall success of the campaign underscores the power of creativity in influencing public opinion and stimulating interest in women's sports, acting as a reminder of the critical role artists play in shaping our socio-cultural landscapes.
