GPY&R case study: How The Puppet Peloton toured Australia with 12 of the world’s best cyclists to promote the Santos Tour Down Under

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4[4].jpgCB Exclusive: Part machine, part magic, The Puppet Peloton is 12 mechanical cyclists with 24 articulating legs and a top speed of 80 kilometres an hour.

Created by GPY&R, Melbourne, it hits Adelaide this week as Australia’s premier cycling event gets underway.

In the months leading up to the event The Puppet Peloton travelled over 2,000kms, seeking out riders on the nation’s most popular cycling routes to deliver one simple message: “Follow the Peloton to the Santos Tour Down Under”.

hero[2].jpgConceived by GPY&R and built over a period of 9 months by Melbourne production team Peter Blackwood and Mick Hurren, The Puppet Peloton is in Adelaide for one final time this week.

Client: South Australian Tourism Commission

Product: Santos Tour Down Under

Senior Marketing Manager
: Melissa Librandi


Event Manager: Sally Heading

Consumer Marketing Coordinator: Danielle Belci

Agency: GPY&R Melbourne

Chief Creative Officer: Ben Coulson

Art Director: Jake Barrow

Copywriter: Matt Lawson

Producer: Luisa Peters

Senior Account Director: Nick Robinson

Senior Account Manager: Sally Borda

Account Executive: Tristan Rennick

Production Design and build:  Peter Blackwood

Photography: Mick Hurren

Retouching: Marcus Byrne

Content: GPY&R/Finch/Mick Hurren