A brand campaign built to ride across Europe.

During the summer of 2024, Etxeondo launched a brand campaign on Eurosport across France, Belgium, the Netherlands and Spain.

The campaign was created to strengthen Etxeondo's positioning across some of its key European markets, connecting the brand with what has always been part of its DNA: cycling, territory and road culture.

The campaign achieved wide exposure throughout the summer, during one of the most relevant periods of the year for cycling audiences.

Project developed by Carmen González during her time at Etxeondo.

The campaign was produced across outdoor locations, translating the Etxeondo universe into an audiovisual piece created for television and international distribution.

The project brought together brand direction, audiovisual production and photography, creating a visual language rooted in cycling with a cinematic and editorial approach.