Le Col approached us to create a campaign that launched the 2022 Bradley Wiggins Collection. The collection celebrates the 10th anniversary of his Tour winning, London Olympic triumphing summer of 2012.

For many British Cycling fans, 2012 was the turning point. The ‘where were you when’ moment happened repeatedly all year. From the Dauphine to the Tour and onto the London, the unstoppable force beat all comers. The ‘boy from Kilburn’, the sideburns, throne and ‘raffle ticket’ speech at the Tour. This is 2012 from the fan’s perspective and a chance to celebrate their hero all over again.

We put Brad’s words at the heart of the campaign, punctuating the imagery in the tell tale style we’ve come to love. Using imagery of the time, we built a scrapbook of memories, interwoven with snapshots of the kit details, images of Jesse Yates modelling the jerseys and words and graphics that shout Bradley Wiggins.

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