Head Wind Energy
The Dutch headwind is the greatest adversary for cyclist in the Netherlands and at the same time a strong ally of energy supplier Eneco. As an activation for Eneco's HollandseWind we introduced the Dutch Headwind Cycling Championship. An epic cycling competition of 8 1/2 km long, that only takes place when there's at least a wind force of 6 Bft. Enthusiastically received by both press and participants the NK Tegenwindfietsen has become an annual event for Eneco.
Involvement
Concept, Creative Direction, Design, Content
Client
Eneco
Team
Being There
Being a flat country next to the sea, wind is something the Netherlands has plenty of. And there's something else we have plenty of: bicycles. Riding a bike into a stiff headwind is a familiar struggle for Dutch people.
To create free-publicity for Eneco wind energy we decided to turn this struggle into a battle. An official time-trial race, held on the coastal storm surge barrier, right where the south westerlies come in full-frontal. Eight and a half brutal kilometers on traditional heavy city bikes without gears.
The Headwind Machine drove around prior to the event promoting it.
English scientist Tom Scott explains why the Dutch Headwind Cycling Championship is so difficult and brilliant at the same time.
And of course the winner deserved to be celebrated in the media.
Activation
Silver
ADCN
Silver
Sponsorring
PR
Stunt
Dutch PR Awards
