Flemish newspaper Het Nieuwsblad is passionate about cyclocross and wants to emphasise its superior position in reporting the sport. The paper, in association with a Flemish beer, prints an annual guide to cyclocross which is inserted into the weekend paper. They asked us to promote this offer.
LDV and Het Nieuwsblad made a strong statement with ‘Cycle racing is ours’. This patriotic line, saying that it’s the Belgians who make racing what it is, inspired us to go and look for the things that make these Belgian cyclists so great. We created 3 artistic TV commercials, with print adaptations, each highlighting a different aspect of our small country. The rain, our roads and the difficult terrain, those are the things that cultivate great cyclists.