AGU is on the eve of European expansion. To grow brand awareness, the partnership with Team Jumbo-Visma has been upgraded with the right to be the co-sender of the campaign surrounding the team’s Tour de France jersey. A campaign resulting from the UCI’s obligation to come up with a modified design, as Team Jumbo-Visma’s regular jersey looks too much like the Tour de France’s yellow leader jersey.
Together with the team we decided that this was the ultimate opportunity to claim our joint Dutch Heritage. We found inspiration for this in the skills of the Dutch Masters: Van Gogh, Rembrandt and Vermeer. Just like AGU and TJV they were looking for perfection in every detail to build up to their best work so far. This resulted in The Masterpiece jersey. A colourful cycling jersey where people just couldn’t stop talking about. When we unfolded our story in April, it dominated the internet. The real spotlight, however, hit The Masterpiece jersey when the riders appeared in it at the TDF. Amplified by several activations and the amazing performance of the team, the Masterpiece became more than a campaign. Riders, journalists and commentators used the concept to characterise the success of the team.
In total 207 million people have been reached (with a media value of €2.900.000) and more than 11.500 Masterpiece jerseys were sold (+1140% compared to the regular 2022 jersey of Team Jumbo-Visma!). The objectives were crushed with this jersey that will survive the test of time.
