The Transcontinental Race: Unmeasurable

Centred around the Transcontinental Race, in which cyclists race 4,000km across Europe, Apidura’s ‘Unmeasurable’ campaign was designed to capture the intricate network of people, places, landscapes and memories which define the event. The web of collective experience was captured on Polaroids, which were annotated by riders as they passed through, before being hung up at a race checkpoint outside a hotel in Bosnia. The nexus of interweaving moments was shared with family, friends, and those following the race online, via a social media campaign and series of website features.

• Campaign concept

• Creative direction

• Content strategy

• Social media strategy

Feature: The Unmeasurable

Feature: Check-In at Checkpoint Four

Feature: You Are Here

Photography: George Huxford