Skoda's answer to penis graffiti

Every year, hundreds of penises are graffitied onto the race route during the men’s Tour de France. It’s a constant battle for organisers who have employed a dedicated team to try to paint over the markings before they’re captured by the world’s press reporting on the race.

With the Tour de France attracting an impressive cumulative TV audience of over 3.5 billion, there is a significant opportunity to leverage the Tour's global platform and bring more attention to the women's race.

So our answer was to create and design a Skoda approved team of ‘penis responders’ (a group of talented female artists) to rocket around the track and rectify any phallic anomalies that appeared on the road. The artworks transformed the saucy scribblings into bold visual statements that celebrated cycling and drew attention to the Tour de France Femmes.

We designed everything from the team logotype and emergency car livery, to flags, pin badges and stickers. We wanted to create a real movement, and this is only year one.

Role: Design Lead

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