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Rapha
"The Calling"
Brief Overview: Rapha wanted to launch their new Rapha Women’s Collection, with a campaign that acted as a salute to women who ride.
Concept & Approach: Rapha asked some of its riders, including Pia Scaroni, to ride from sunrise to sunset across the reaches of the world and act as a calling to women around the globe to ride, alone or together. The TVC was supported by the creation of an Instagram account, to build this community of female Rapha riders.
Results: Build a community which is now 27k on IG
Key Project Details
Audience
Recreational and professional triathletes and cyclists
Markets
Global
KPI
Social community building
Platforms
Online - site, social and pre roll in key markets + US Broadcast & OOH
Deliverables
1 x :30 Broadcast spot, 1 x :60 online Launch film, 4 x :10 social trailers
Producer
Emily Miller
Director
Michael Sugrue
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