Creative agency Joy is behind a collaboration between SBS and cycling artist Bruce Doscher to celebrate the 100th anniversary of the Tour de France.
The ‘Ten X Ten’ campaign centres around 10 unique artworks that celebrate the tour’s most iconic moments – including the first ever tour, the rise of Eddy Merckx and the sportsmanship of Bradley Wiggins.
Ten artworks are being produced 10 times each, making 100 prints in total available for sale – but the 10th moment is yet to be determined. It will be decided by fans on SBS’ Cycling Central Facebook page.
The project will be promoted through the cycling community, with framed editions of each illustration appearing in cycling stores, cafes and cycling institutions across Sydney.
One framed edition of each artwork will be sold on eBay, with proceeds going to the Amy Gillett Foundation, which is devoted to reducing bike-related fatalities.
Christy Peacock, executive creative director at Joy, said: “We are fascinated in the cultures that our brands are a part of. We are always striving to create work that actually adds value to a community rather than simply yelling at them with ads. This project is a perfect example of this.”