The first challenge – to cycle around the world 100 times – starts today. TV host and sports journalist Karl Vannieuwkerke will encourage people as the sports director of the “Like a Pro” team, together with his captains, Ine Beyen and Maarten Vangramberen, and with the additional support of JBC and KBC.
Kom op tegen Kanker is the official charity partner of Flanders 2021 and the 2021 UCI Road World Championships. These will be the first smoke free World Championships in history. Everyone at DDB was eager to shave their legs and put on a cycling outfit that is just a little too tight to cycle “Like a Pro”. The result is a campaign with multiple challenges over several months, in which we challenge all active and not so active cycling fans to contribute to the efforts of Kom op tegen Kanker to prevent cancer.
Those who have been following ‘de koers’ these past couple of weeks, will already have seen the “Gelijk nen Echte” logo next to the road of races like Omloop Het Nieuwsblad, on the Instagram of certain cycling celebrities and in the campaign of fashion brand JBC. But that was just the warming-up. It is now time for the real work.
The first challenge is to “cycle Like a Pro”: many other influencers will join Karl, Ine and Maarten to create the largest cycling team ever. There even is a unique cycling outfit by Santini to sweat in style. Whether you do 100 km with your mates every Sunday morning, or simply bike to the bakery, everyone can join the “Like a Pro” team. All you have to do to support Kom op tegen Kanker is register, link your Strava, Garmin or Fitbit and your kilometers will be added to those of the team. You can also get access to exclusive (video) podcasts and GPX routes, as well as win many different prices thanks to KBC.
Participate via komoptegenkanker.be/gelijknenechte/fietschallenge. 100% of your registration fee goes to prevention projects of Kom op tegen Kanker. More info about this initiative, the upcoming challenges and the cycling collection can be found on komoptegenkanker.be/gelijknenechte.
Client: Kom op tegen Kanker
Client Contact: Annemie Lemahieu, Marina Van den Nouweland, Anja T'Jampens, Sarah Van Dingenen, Karen Vandenplas
CD: Kwint De Meyer
Creation: Jolien Elegeert, Catheline Leroy, Danny Vissers, Ramin Afsharr, Jan Schraeyen, James Gambrill, Ellen Potoms, Jan Lammens, Fran Scheers, Florian Decoster, Sara Bergers
Copy FR: Yannick Pringels
Strategy: Dieter Riemaeker
Connection Planner: Fiona Boyle
Account Management: Melissa Bekaert, Molly Waeytens
Design: Designer, Olivier Verbeke, Designafdeling JBC, Céline Godaert
DTP: Céline Godaert, Benjamin Hiffe
Development platform: Energy Lab
Clothing: Santini, JBC
PR: TBWA Reputation
Photography: Joost Joossen
Media: Arnout Everaert