Civil War-Style Etchings Convey the Fierce Excitement of Cycling's World Championships in Richmond
Martin Agency's Campaign Also Includes Humorous Radio Ads
Sep 09, 2015
In honor of the upcoming UCI Road World Championships taking place in Richmond, The Martin Agency decided to do something special for its hometown.
During the Civil War, battles in and around Richmond were often depicted in Harper's Weekly magazine using etching style illustrations. Many of the race routes for the Cycling championships will be staged in locations near these historic battles, for example Hanover Courthouse, so the agency commissioned artist Steven Nobel to create a series of etchings conveying the fierce excitement of competitive cycling, using scratchboard engraving style. The images will be posted throughout the city.
Radio ads, running locally, use another Civil War conceit for radio, done in the style of reading letters to loved ones back home. Each spot humorously imagines a fan attending the races and writing about the tumult in the streets of Richmond. The ads, including two others from a female fan and brother writing to his sister, are running locally on radio.
It's only the second time the UCI Road World Championships has been held in the U.S.; the other occasion was 1986 in Colorado.