CRVV
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Year
2026
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Client
Centrum Ronde Van Vlaanderen
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Type
campaign, strategy
From a place mainly associated with de Ronde van Vlaanderen to a true hub for cycling culture in Flanders. Together with Centrum Ronde Van Vlaanderen, we explored a stronger positioning and translated it into a campaign that goes beyond the race itself.
BRIEF
The goal was to go beyond simple brand recognition. CRVV’s ambition was to communicate more clearly what the organisation has to offer today and shift the perception from an exhibition, café or extension of de Ronde van Vlaanderen to a place where cycling culture lives all year round.
We therefore started with a brand workshop to get a clearer understanding of CRVV’s identity, ambitions and role. From there, we looked for a campaign idea that could bring this new positioning to life.
APPROACH
The Ride Never Ends became the central idea. Because while the race stops at the finish line, everything around it keeps going. In Flemish culture, the community, the stories, the experiences and everything connected to cycling.
The idea was translated into a visual concept rooted in a familiar childhood memory: a dad who, even when the weather was perfect, would spend hours inside, glued to the TV, watching de Ronde from start to finish. From there, we developed a visual system that can be rolled out across different touchpoints, from campaign imagery and OOH to merchandise and communication.