This year, the world’s greatest cycle race –Tour de France – started in Yorkshire, England. On the route the cyclists rode through some of Yorkshire’s amazing countryside and through some of its great and historic cities, as well as through a field filled with … 150 yellow sheep.
The sheep were actually part of a funny sponsorship stunt made by marketing agency Soul for its client Yorkshire Building Society (YBS), one of the official sponsors of the Tour de France 2014.
The stunt was launched in conjunction with a 20-metre by ten-meter-banner that read ‘Yorkshire’s getting into the spirit of the Tour de France’ and the whole idea was obviously a reference to one of the most wanted jersey of the race : the yellow jersey. Traditionally called the maillot jaune in French, the jersey is given to the race leader following each stage, while the rider who wears it at the finish in Paris is considered the winner of the yellow jersey, and thereby the overall winner of the Tour de France.
The sheep were placed in a field along the route of the first stage of the race for just two days, but footage of them and the banner were captured with drones and posted on YBS’ social media channels.
Also, it seems that it was agreed that the yellow wool would be bought by the agency from the farmer who owns the flock of sheep with the intention of creating jumpers for donation to charities for children and families in need. In this way the effort of dying 150 sheep would be rewarded twice. Very clever.
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