Every Tour de France, hundreds of penises are graffitied onto the race track. 🍆 Organisers struggle to cover them up before they’re broadcast to a TV audience of 3.5 billion people. ⛔️📺 🚁
They even employ a group called ‘The Eraser Men’, just to deal with the problem. ⚠️ “During the race, especially in the mountains as the riders go slower, we see big willies.” Patrick Dancoisne - The Eraser Men
But Skoda showed how to turn a problem, into an opportunity. 💥
A team of female artists were commissioned to create dick design murals on the real Tour De France track on the build up to race day. 👩🎨🎨
Each design showed the Eraser Men how to adapt penises of different shapes and sizes into artworks that could promote the Tour de France Femmes. Meaning every penis they find ongoing, could become an OOH promotion for the women’s race, which starts straight after the men’s.💪🏻🚴♀️
And it worked 💥 The artworks were featured on live TV coverage across channels like Eurosport, with global commentators driving viewers to #WatchTheFemmes 📺
As is true of life, penis graffiti at the Tour De France comes in all shapes and sizes. Working with Global Street Art, we prepared for every eventuality, to be ready to respond to the girth and length we discovered live on race day. X10 works by artists Cécile Dormeau and Erin Aniker were tested on tarmac ahead of time.