Skoda turn penis graffiti into posters

Every year at the Tour de France, alongside elite cyclists and sweeping mountain views, there’s something a little less official making it into the broadcast: penis graffiti.

It’s become a familiar problem for organisers, who rely on a clean-up crew nicknamed The Eraser Men to cover them up before the TV helicopters arrive.

This year, sponsor Skoda decided not to erase the problem, but reframe it and leverage the Tour’s global platform and bring more attention to the women’s race.

With agency FCB London they’ve deployed a team of female artists who will drive around the course to convert penises into eye-catching designs that are impossible to ignore.

Painted by feminist French illustrator Celine Dormeau and London-based illustrator Erin Aniker, the artworks turn saucy scribblings into visual statements that draw attention to the women’s Tour de France.

Each artwork features #WatchTheFemmes, the official hashtag of the women’s race, to encourage cycling fans worldwide to watch the race.

The campaign redirects attention toward the Tour de France Femmes, which begins right after the men’s event.

Media planning and buying was handled by PhD and Global Street Art handled the artists. 

The artworks have made it into live TV coverage on channels like Eurosport, with commentators referencing the initiative and drawing more attention to the women’s race.

A playful but purposeful move from Skoda, building on their 220 electric support vehicles and years of backing the Tour.

COOH Sport