Dave hijacks the Tour de France!

UKTV channel Dave asked Initials to create a stunt that would bring the personality of its brand to life and 'Wit to the World'. Together we decided the best way to lend their humour and make the most impact was to join the world's biggest cycling race, The Tour de France, whilst it was gaining massive publicity for the UK leg.

So on Tuesday 8th July at London's Liverpool Street a group of nine cyclists(tightly knit together), in full cycling gear with spoof logos and on very high spec bikes, cycled around to all of London's main attractions. They stopped regularly to ask passers-by (in suitably foreign accents) if they had seen the cyclists in the big race and if they could help them find their way back to the tour. They kept cycling round until the race ended and beyond. We got photos of them at all the main attractions such as Liverpool Street Station, St. Paul's Cathedral, Covent Garden, Piccadilly Circus, London Eye and London Bridge.

The response was overwhelming. People were face to face with the cyclists and truly believed they were lost! The stunt culminated with the cyclists being escorted down the Mall which resulted in amazing press coverage for Dave.

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