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Livestrong Integrated Campaign

Industry: Public interest & Non-profit
Media:Ambient & Interactive
Market:United States
Style: Minimalism
Describe the campaign/entry:
Lance Armstrong returned to cycling for one reason: to raise awareness about cancer. For Lance, it wasn’t just about winning the Tour. It’s about getting others to take action. Cancer affects us all. It’s about finding your bike, whatever that may be. It’s about competing in your own personal Tour de France. It’s about you. 'It’s About You' was the theme of our campaign, and a call to action that tied together many different pieces. We created an inspirational film series, a Lance Armstrong 'Just Do It' commercial, bold print and OOH , as well as a new medium: The Chalkbot. The Chalkbot allowed the world to see their words of memoriam, hope and courage chalked onto the roads of the Tour de France. The campaign is about hope, strength, and It's About You.

Give some idea of how successful this campaign/entry was with both client and consumer:
During our campaign LIVESTRONG sales increased 46%, Nike donated over $4 million to Lance's fight against cancer, grew the Livestrong facebook community by 95%, increased the livestrong YouTube community by 54% and shared the LIVESTRONG message with millions of individuals. Over the course of a month, the Chalkbot gained over 4,000 followers on Twitter, received over 36,000 messages of support and inspiration. Over 13 stages and several thousand miles of the Tour de France more than 5,400 messages were chalked, tagged with GPS coordinates and photographed—photos and GPS data were sent to the writers of the messages.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
On June 26th, a billboard on 7th Ave. announced 'It’s About You' to millions of New Yorkers. The Livestrong Films were launched June 26, about a week before the Tour. They were broadcast on ESPN, as well as social networking sites. Our Just Do It spot called 'Driven' was broadcast on major networks. 'Driven' blended shots of Lance riding with cancer patients rehabbing. He explains that he's not on his bike again to silence critics, but rather to add his strength to the efforts of the people struggling with cancer. July 4th, 2009 marked the start of the Tour de France and the start of Chalkbot. By using rich media web banners, Twitter and SMS messaging, the Chalkbot received messages from many touchpoints. On the last day of the tour, we ran a full-page four color ad in the Sunday New York Times.
Executive Creative Director:
Creative Director:
Art Director:
Production Company:
Other credit:Actor / Celebrity : Lance Armstrong
Account Handler: Dianne Villarreal
Marketing Manager (Client): Melissa Schoenke
Studio Manager: Sarah Starr
Media Supervisor: Emily Leonard
Cannes Lions International Festival of Creativity 2010
Grand Prix Titanium & Integrated
Integrated Grand Prix/Titanium and Integrated
Cannes Lions International Festival of Creativity 2010
Silver Media
Use of Media/Best Use of Ambient Media: Large Scale
D&AD 2010
Yellow Pencil Integrated
The Art Directors Club Annual Awards 2010
Gold Interactive
Interactive Beyond The Web (Interactive Kiosk, Installation, Etc.) Product/Service/Entertainment Promotion / Campaign
The Art Directors Club Annual Awards 2010
Gold Interactive
Interactive New Media Innovation Product/Service/Entertainment Promotion / Campaign
The One Show 2010
Gold Pencil
Innovation in Advertising
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