Jumbo-Visma AGU

The Masterpiece

Agency: TDE


The most talked-about cycling jersey ever?

As in other years, the ASO ordered Team Jumbo-Visma to wear an alternative jersey during the 2022 Tour de France because of the similarities between their main jersey and the yellow jersey reserved for the race leader.

This created a valuable opportunity for the team and apparel partner AGU to present itself to the world. Both brands are proud of their Dutch roots and want to showcase their undying, diligent and innovative commitment to achieve the best result possible. We were inspired by the Dutch masters, who also spent ages perfecting their masterpieces. This all culminated in an AI-powered shirt, based on the works of Rembrandt, Van Gogh and Vermeer: The Masterpiece.

Partners like Dutch Supermarket Jumbo, Skoda and Shimano also latched onto the theme with their own campaigns. And with the athletes achieving unparallelled athletic feats on tour, we accomplished our plan. The Masterpiece became a household name a worldwide symbol of the team's extraordinary sporting success.

This professional campaign titled 'The Masterpiece ' was published in Denmark, France, and Netherlands in April, 2022. It was created for the brands: AGU and Jumbo-Visma, by ad agency: TDE. This 360°, Design, and OOH Outdoor media campaign is related to the Sports industry and contains 1 media asset. It was submitted about 1 year ago by Creative: TDE of TDE.


Clients: Team Jumbo-Visma x AGU
Agency: TDE

Business Strategy: Michiel van Looijengoed
Creative (strategy): Tim van Berlo
Copywriting: Jorik Tilstra
Design: Dirk van Gaal
Art-Director: Sem Roelofsma
Client Lead: Joep Winters
Web design: Stan Zeetsen
Development: Bart van Vegchel / John van Hulsen / Jordi Kroon
Social: Marc Schuurman

Director of Photography: Richard Spierings
Photographer: Bram Berkien

Team Jumbo-Visma: Jasper Saeijs / Sander Kruis / Ellis Heijboer / Tom Houtgraaf
AGU: Lotte Heijnis / Eduard Brenninkmeijer / Pascal Vergeer


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