Take on the Tour – Insight The Tour de France is the biggest and most‑watched annual sporting event in the world. But for fans, it remains something to admire from the sidelines. The question was: could we make the experience more inclusive — some
       
     
Take on the Tour – Idea Create a real‑time cycling event where fans can ride against their Tour de France heroes using TACX software. By linking turbo trainers to live‑simulated climbs and displaying rider data on monitors, everyday cyclists can c
       
     
Result Even though the concept didn’t go live, Barry Skolnick, Group Creative Director at BSKYB believed in it enough to present it to Robert Tansey, CEO of Team Sky.
       
     
Take on the Tour – Insight The Tour de France is the biggest and most‑watched annual sporting event in the world. But for fans, it remains something to admire from the sidelines. The question was: could we make the experience more inclusive — some
       
     
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Take on the Tour – Insight
The Tour de France is the biggest and most‑watched annual sporting event in the world. But for fans, it remains something to admire from the sidelines. The question was: could we make the experience more inclusive — something riders could take part in, not just cheer on?

Take on the Tour – Idea Create a real‑time cycling event where fans can ride against their Tour de France heroes using TACX software. By linking turbo trainers to live‑simulated climbs and displaying rider data on monitors, everyday cyclists can c
       
     
+

Take on the Tour – Idea
Create a real‑time cycling event where fans can ride against their Tour de France heroes using TACX software. By linking turbo trainers to live‑simulated climbs and displaying rider data on monitors, everyday cyclists can challenge themselves inch by inch on the same terrain the pros face — turning spectators into participants..

Result Even though the concept didn’t go live, Barry Skolnick, Group Creative Director at BSKYB believed in it enough to present it to Robert Tansey, CEO of Team Sky.
       
     
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Result
Even though the concept didn’t go live, Barry Skolnick, Group Creative Director at BSKYB believed in it enough to present it to Robert Tansey, CEO of Team Sky.