ŠKODA: Artistic Expressions

Škoda, one of the main partners of the Tour de France, and FCB London are turning penis graffiti into an OOH platform to promote the Tour de France Femmes avec Zwift. 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. But this year, Škoda - a partner that currently supplies up to 220 fully electric or plug-in hybrid support cars across the men’s and women’s races - is utilising these ‘artistic expressions’ as a new OOH site to promote the Tour de France Femmes avec Zwift, a thrilling nine-stage race which takes place immediately after the men’s race to the 3rd August. 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. To do this, Škoda and FCB London have deployed a team of female artists who will drive around the course in a special support car — which will become Škoda’s 221st support car in the race — to convert the penises at Stage 19 in the mountains into eye-catching designs that are impossible to ignore. Painted by feminist French illustrator Celine Dormeau and London-based illustrator Erin Aniker, the artworks cleverly incorporates the saucy scribblings to turn them into bold visual statements that celebrate cycling and draw attention to the Tour de France Femmes avec Zwift. Each artwork will feature #WatchTheFemmes, the official hashtag of the women’s race, to encourage cycling fans worldwide to watch the race.