Het Nieuwsblad is Belgium's number 1 sports newspaper. In the Belgian market, cycling is hugely popular and millions of fans follow the cycling competition, the Tour of Flanders is the pinnacle of the cycling year. However, in 2020, the story changed. Covid-19 took over the world. All major sports events were canceled. With no heroic cycling to report. Het Nieuwsblad decided to bring a more relevant story than a canceled race.
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Cycling is Belgium’s national sport. The biggest race, the Tour of Flanders has an iconic route through the hills of the countryside. These roads are holy ground for all Belgian sports fans. Due to COVID-19, all major sports events were canceled. There were no names of cycling champions to be seen on the iconic roads.
We painted the names of hundreds of anonymous health workers with the same last name as cyclists, as a tribute to all healthcare workers who were doing heroic work day after day. On the exact moment of the cancelled Tour of Flanders, the Cobblestone Tribute was broadcasted on national tv and spread online.