Burberry approached our team with a unique challenge: to design a series of brand activations for the Tour of Britain 2021 that showcased their support for the cycling Team Qhubeka NextHash. Qhubeka is a South African non-profit organization that aims to bring about positive change through bicycles.
As part of the creative team, I was responsible for scouting the most suitable locations for each activation, taking into consideration factors such as visitor attendance and scenic beauty. After careful research, we selected three locations for the activations: Wales, Gateshead, and Edinburgh.
In addition to selecting the locations, we also researched and sourced appropriate products that were cycling-related and could be given away to the audience during the event. To make the activations more memorable, we produced a series of ice cream carts and trucks, as well as other cycling-related products that were displayed in unexpected ways, all featuring Burberry's bold monogram.
The end result was a series of immersive brand activations that successfully celebrated Burberry's partnership with Team Qhubeka NextHash and their commitment to making a positive impact through cycling.
