Pinarello Prince World Tour

Objective

Pinarello, an Italian high-end bicycle manufacturer, launched a global team cycling challenge to engage cycling enthusiasts worldwide while supporting World Bicycle Relief's mission in developing countries. The campaign aimed to create an immersive digital experience that transformed individual cycling efforts into collective impact, combining brand engagement with charitable giving.

Solution

Participants formed teams and cycled anywhere in the world, with each member's kilometers aggregated toward the team total. The campaign's goal was to collectively pedal 40,000 kilometers—Earth's circumference—through a relay race format tracked via a responsive web application built on HTML5, CSS, jQuery, PHP, and Laravel. Integration with Strava enabled cyclists to log their activities. Completed kilometers were converted into bicycles for World Bicycle Relief; reaching 400,000 km would trigger a donation of 40 Buffalo bicycles to students, healthcare workers, and entrepreneurs in distance-challenged regions.

Results

The Pinarello Prince World Tour received an Awwwards Honorable Mention in January 2020.