Skoda Auto, a renowned Czech automobile manufacturer established in 1895, partnered with Telegraph Spark to leverage the Women in Sport section of the Telegraph.co.uk, shedding light on gender disparity within women's cycling.
The campaign's central concept aimed to empower and inspire women to embrace cycling, symbolised by the impactful hashtag #ThisIsOurTime, representing the call for gender equality in the sport. To maximise its influence, the client secured a cover wrap around The Telegraph Sports supplement.
In my role as a creative leader, I spearheaded the campaign's creative direction. We harnessed compelling statistics, impactful quotes, and insights from prominent figures in the sports world to craft a bold, engaging typographic and infographic treatment. Fuse agency contributed an impactful advert for our cover wrap, drawing inspiration from the black-and-white imagery and bold yellow accents I had designed for the campaign's interior. The strategic use of neon yellow added visual interest to the layout without overwhelming the message.
We expanded our impact by distributing extra copies of the campaign materials at the OVO Energy Women’s Tour, reaching an audience of 100,000 spectators. Additionally, my team meticulously designed an online articles hub hosted on The Telegraph website, featuring display advertising and animated leaderboards and MPUs to maintain thematic consistency and effectively engage the online audience. This extensive reach significantly bolstered brand recognition and initiated a movement that extended beyond expectations. Skoda’s campaign gained recognition even in UK parliament discussions and the UN, highlighting the campaign's role in addressing a pressing social issue.
Client
Skoda x The Telegraph
Skoda x The Telegraph
Category
Sport
Role
Art Direction, Digital Design, Print Design
Applications
InDesign, Photoshop
Awards
Creative concept for Campaign,
Newsworks Planning Awards
The Chair Award, Dec 2019
Best Creative Content Partnership,
Newsworks Planning Awards 2019
'Ad of the Week'
Newsworks.com 2018
'Ad of the Day'
Closing the gender gap in cycling,
Newsweek, June 2018
Sport
Role
Art Direction, Digital Design, Print Design
Applications
InDesign, Photoshop
Awards
Creative concept for Campaign,
Newsworks Planning Awards
The Chair Award, Dec 2019
Best Creative Content Partnership,
Newsworks Planning Awards 2019
'Ad of the Week'
Newsworks.com 2018
'Ad of the Day'
Closing the gender gap in cycling,
Newsweek, June 2018
