The Everyday Tour

Blackmores challenged us to find a tangible, relatable way to embed their brand into Australians’ daily wellness habits beyond just the supplements and into moments of everyday movement. We were tasked with leveraging their Tour de France sponsorship to create a meaningful connection between Blackmores and the growing cycling community.

The insight: Australians value their health but feel overwhelmed by hustle culture. Cycling - accessible, meditative, social - offered the perfect antidote. Our creative idea, The Everyday Tour, reimagined the grandeur of the Tour de France with the familiar tone of SBS’s legendary commentary, but brought to local streets, parks, and beachfronts. To deepen the connection to the TDF, we mimicked its visual language - camera angles, commentary style, even sound cues - ensuring the piece felt like a genuine, tongue-in-cheek extension of the event. The piece speaks to all riders, from kids on training wheels to MAMILs on $10K bikes; positioning Blackmores as a small but powerful part of their daily effort to feel well.

The result was a film that felt distinctly Australian, emotionally uplifting, and grounded in truth. It strengthened Blackmores as a companion to real-world wellbeing and helped launch their entry into the everyday cycling space with a message that was inclusive, unexpected, and full of heart.