LaFourmi wins over the UCI with the “RIDE & SMILE” film
One of the Union Cycliste Internationale’s many missions is to develop and promote the practice of cycling across the world.
With this in mind, for the first time ever, the UCI decided to take the floor with a promotional film. After analysing a number of tenders, the body chose the “RIDE & SMILE” concept presented by LaFourmi.
The approach developed by LaFourmi – encompassing the design, production, and promotional and outreach strategy of this original film – is rooted in the sensations of cycling and the memories that it awakens. A message which is likely shared and supported by each of the two billion cyclists worldwide.
The aim of this global cycling promotion campaign is to encourage and popularise cycling by highlighting the happiness it inspires, whatever the continent, origins or age of the people who practise it.
The campaign – entirely designed for digital platforms and social media – will rely on a powerful ecosystem of cyclists, national federations, teams, organisers and influencers.
Broadcast for the first time during the second 2019 Tour de France rest day with the hashtag #rideandsmile, the campaign will gradually be rolled out worldwide via the 194 UCI member national federations until September, when the UCI Road World Championships are set to take place.
Who hasn’t experienced the pleasure and freedom of riding a bike? Sharing, laughter, community, emotions, delight and satisfaction: cycling and happiness are truly interconnected.