Pedal | Vive le Tour
Client
Pedal Cycling and Coffee
Service
Concept, Campaign, Design, Social Media
Campaign Introduction

Every July, the Tour de France takes over the cycling world. For three weeks, the sport dominates screens, conversations, and the imagination of riders everywhere. For Pedal, a brand built at the intersection of cycling culture and genuine community, it was never just an event to acknowledge. It was a moment to own.

Dubai's cycling community does not disappear in summer. It looks for reasons to gather, to celebrate, and to feel part of something bigger. The annual Tour de France activation became Pedal's signature cultural moment. A reason for riders to show up, stay longer, and share what they were experiencing with the people around them.

This was not a sponsorship. It was a celebration.

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What we did
  • Developed a distinctive annual campaign identity rooted in the race's iconography. Yellow jerseys, mountain stages, sprint finishes, reinterpreted through Pedal's visual language and café aesthetic
  • Transformed the venue through in café branding: signage, environmental graphics, and atmospheric details that shifted the space into a Tour de France destination for the duration of the race
  • Created limited edition food and beverage items designed around the event, named, branded, and presented as collectible moments rather than seasonal menu additions
  • Designed campaign cups, packaging, and takeaway items that made every order part of the experience
  • Built a social media presence that ran in real time alongside the race. Stage recaps, rider features, community challenges, and live in café content sustaining audience engagement across the full three weeks
  • Produced social assets calibrated for Pedal's community of committed riders, enthusiasts, and café regulars across formats and platforms

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    Turned a global event into a local moment
    By anchoring the activation inside the café experience, the campaign made the Tour de France feel personally relevant to Dubai's cycling community. Not a distant spectacle on a screen, but a celebration happening at their venue.
    Built an annual cultural touchpoint
    The activation became something riders looked forward to each year. Social sharing, community engagement, and in café participation grew with each edition as the campaign became part of Pedal's identity, not just its calendar.
    Extended reach beyond the core audience
    The combination of in venue experience and active social storytelling drew in casual coffee visitors alongside committed cyclists, broadening the community while reinforcing Pedal's credentials as a genuine cycling hub.