WORKOTHER STUFFMATT WESTON RULESCONTACT MOI

matt_weston

NETTI TOUR OF PAIN

 

Cyclist clothing brand Netti wanted an awareness campaign.

 

Netti's hardwearing and breathable gear qualified it as the brand that stood for real cyclists, not the 'weekend warriors' with their fashionable bright clothing.

 

 

THE IDEA

Netti would set a tough new standard for road cyclists by creating the 'Tour of Pain'.

 

We consulted experienced cyclists to find some of the most gruelling rides across Australia.

 

The tour challenged cyclists everywhere to finish at least three rides - those who managed all rides could earn the Netti 'King of Pain' black jersey.

 

 

The tour launched with print, online site and in-store. The Tour of Pain site became a place cyclists could maintain their Tour social profile and tick off each ride.

 

 

 

 

 

 

tourBoard

 

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Tour of Pain Site

 

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King of Pain Jersey

 

jersey

 

 

 

 

 

 

My name is Matt Weston and I am an integrated advertising copywriter. I have worked at DRAFT FCB, M&C Saatchi, SOAP Creative and BBDO in digital, tv, radio, outdoor and retail advertising. I also have experience in web design and digital strategy. I love to write funny scripts, radio and cartoons. I have worked in both Sydney, Paris, Los Angeles and London. Email me at matt@westoncreative.net
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