Case Study: Colnago boosts Tour de France campaign impact with Division of Labor

Colnago wins the 2020 Tour de France with Division of Labor

Colnago, a premier cycling brand, engaged the advertising agency Division of Labor to create a social media campaign and website to run during the Tour de France. The challenge was to effectively promote their new V3RS bike and their young UAE team amidst the prestigious history of the race and the brand's own legacy of being ridden by iconic cyclists.

Division of Labor developed the "Icons Ride Icons" campaign, which leveraged Colnago's rich history by pairing archival photography of legendary riders with images of the new V3RS. The agency created the concise tagline and built a supporting website. The campaign's success was magnified when Colnago's rider, Tadej Pogacar, won the 2020 Tour de France. Division of Labor capitalized on this victory with immediate PR support and by creating a website for a subsequent limited edition replica bike, driving significant awareness for the brand during this major event.

Colnago