Digital agency wins two ESA Awards with AGU and Team Jumbo-Visma
At the annual European Sponsorship Association Awards ceremony in London, The Masterpiece campaign by Team Jumbo-Visma, AGU and digital creative agency TDE won no less than two awards.
The campaign around the limited edition shirt of the Jumbo-Visma team in the Tour de France won gold in the categories ‘best use of PR outside soccer’ and ‘sports sponsorship <1 million’. The ESA Awards are the prestigious awards for the best campaigns covering the entire spectrum of sponsorship disciplines, recognizing outstanding work by the industry across Europe.
Artificial intelligence
Also in 2022, the ASO required Team Jumbo-Visma to ride with a different jersey during the Tour de France due to the similarity of their regular jersey to the yellow leader’s jersey. This created an additional stage for the team and apparel partner AGU to present themselves to the world. In collaboration with digital creative agency TDE, inspiration was found in the Dutch masters, who also endlessly polished their masterpieces. The result was a shirt created by artificial intelligence, based on the works of Rembrandt, Van Gogh and Vermeer: The Masterpiece.
Jury praises The Masterpiece
The ESA jury spoke highly of The Masterpiece: ‘A creative and powerful idea that turns a problem into an opportunity and generates important PR. By focusing public pride on national heritage, it delivered beyond-expected results’. The judges also liked how the idea was picked up by other team sponsors, further strengthening the campaign. ‘The Masterpiece is a textbook example of simplicity with passion and purpose. It is an incredibly innovative and original approach to shirt sponsorship using AI technology to deliver superb results’.
Most talked-about cycling jersey ever?
Team Jumbo-Visma and AGU are proud of their Dutch roots and want to communicate how they both work structurally, meticulously and innovatively to achieve the best end result.
Partners such as Jumbo, Skoda and Shimano also latched onto the theme with their own campaigns. Once the team appeared with the shirt in the Tour and achieved unprecedented successes, the masterplan was complete. The Masterpiece became a household name and the shirt became a global symbol of the team’s extraordinary sporting success.
Watch the case video here: https://www.youtube.com/watch?v=MDnnc-zhYQM&t=53s
-ENDS-
About TDE
TDE is a full service digital creative agency in sports, based in the Netherlands. It has been
developing digital platforms, concepts and campaigns for brands and organizations that use
sports as a platform for marketing since 2016. The agency’s clients include Swapfiets, Ziggo
Sport, ASICS, NN Group, ESPN, Shell, Team Jumbo-Visma, RacingNews365 and the Johan
Cruijff ArenA.
