We at Rapha introduced a new Rally Format to bikepacking. An ultra-adventure with no winners, no losers, no red tape rules.. just to finish the route in 5 days - riders could shape the adventure however they wanted.

We organized the event and route, invited special guest athletes, had a welcoming party, a celebratory send-off, a checkpoint station, offered a bag transfer, and threw a warm welcome party when people arrived at the finish line.

We covered the event with elevated live coverage on social, UGC, and had a dot tracker on rapha’s website allowing people to follow participants and see content live. The coverage created the most noise in adventure cycling that week, and drove more traffic to the rapha website than anything else that month.

We followed up the activation with a full film.

Contributions:
Creative Strategy
Event Management
Photo/Video Creative Direction
GTM

Collaborators:
Film Edit: Angus Morton
Photo: Rue Kaladyte, Sean Greene, Donal Rey