The second year of the industry cycle challenge sees a total of 30 teams competing in the cross-industry tournament – the 50km Fun Race and 130km Epic Race – across a virtual London landscape for one day.
Striking illustrations with a retro Bike Gang theme feature in the campaign devised by NABS’ creative agency, Fold7.
The campaign includes posters, digital and social media banners. Posters headlined ‘Smells Like Team Spirit’ and ‘Join Your Bike Gang’, call for adland to name their gangs; and rally spectators to shout, snap and share while cheering their team on.
NABS will host a closing ceremony on the evening of 5th October for all participants and spectators where the coveted NABS Orange Jersey will be presented to winning teams. Additional prizes for Social Media Superstars, Best Cycling Soundtrack, Best Team Name and the Team Spirit Award among others will also be awarded.
Diana Tickell, CEO of NABS said, “We’re excited to once again invite our industry to battle it out on the (virtual) race course. We really love bringing all sides of our adland family together for events like these, to raise funds for NABS and bring friendly competitive rivalry to the fore. Good luck, racers!”