Winners & Shortlists


Product/ServiceLE TOUR DE FRANCE 2014
Category C02. MICROSITE
Entrant Company NED LUDD Paris, FRANCE
Advertising Agency NED LUDD Paris, FRANCE
Name Company Position
Vincent Vella Nedd Creative Director
Bruno Samper Nedd Creative Technologist
Siegfried Rouanet Nedd Art Director
Bastien Merindol Nedd Lead Developer

Creative Execution

By turning a bicycle wheel on his smartphone, each player progressed on the true path of the Tour, recreated for the occasion on a 3D Google map, displayed on his computer screen. To spice it up, mini-games came to liven the race (such as catching supplies by tilting the smartphone, or shaking it to inflate a tire). For the bravest ones, a place in the Top 50 assured the players many prizes. The winner received a VIP invitation to attend the grand finale of the Tour de France on the Champs Elysees.

With The Sporty Finger Game, Le Coq Sportif reached an unprecedented level of engagement for its brand, with an average playing time of 7 minutes (for a distance traveled of 57 km). In 3 weeks, 15 people were foolish enough to cross the 3800 kilometers of the Tour de France with their finger, enduring between 20 and 30 hours of great effort.

Since 2012 Le Coq Sportif is back in the saddle as the official Tour de France equipment provider, producing all the leaders' jerseys : the yellow jersey, polka dots, green and white. On the occasion of the Tour de France 2014, Le Coq Sportif asked us to imagine a way to engage supporters of the Tour, while transmitting the values ​​of their new brand platform : "Smile it's sport". We therefore imagined an unexpected and offbeat way to invite fans into the race, and make them feel the pain that this superhuman race produces. We launched a multi-screen challenge called "The Sporty Finger Game", which invited fans to cross the 21 stages of the Tour using only finger power!