Eroski Cycling.
If cycling feeds who we are, let's feed cycling.
The Fundación Ciclista Euskadi (Euskaltel-Euskadi) is our territory’s most beloved national sports team. The team that won stages at the Tour de France is a vehicle for emotions and a builder of belonging that other sports can hardly keep on its wheel. And in its drive to strengthen both social and emotional bonds with its audience, Eroski reached an agreement to become a sponsor.
In the strategic phase we identified the opportunity to define a shared story that would bring value to both Eroski and the Fundación Euskadi. Cycling, like good food, goes straight to the core of who we are. We wrote that cycling feeds who we are. And that, therefore, Eroski commits to feeding cycling. And we turned it into a spot that has become a true anthem.
A tribute to the deep feeling this sport awakens in our society, made for everyone who carries cycling under their skin.
A piece that puts Eroski at the head of the peloton of brands creating messages that transcend and connect with emotions and identity.
“Jesús Ezkurdia, director of the Fundación Euskadi, was blown away by the video. He was thrilled!!! He told me he shared it with all the riders, his family… He congratulated me 25 times. And since those congratulations belong more to you than to me, I wanted to pass them along. You are first-class partners 😉”
