CHALLENGE
Bike MS is the largest fundraising cycling series in the world, raising more than $1 billion to date. The annual two-day event routes participants through winding roads of scenic Illinois farmland, beginning and finishing at Northern Illinois University. Post event activities included a festival, celebratory participant accomplishments, numerous catered meals, a team tent village, a live music stage and an outdoor beer garden sponsored by Chicago’s Goose Island Beer.

SOLUTION
With permission from the Art Institute of Chicago, Grant Wood’s “American Gothic” was the inspiration of the secondary branded theme of the event (recreated in a vector format), applied to bike jerseys, signage, brochures and other marketing collateral. Additional creative assets included social media, email campaigns, web/digital/print advertising, vehicle wrap, direct mail, posters, event shirts, bike shorts, socks, ball caps, medals, stickers, calendars, souvenir pins, water bottles and drink coasters.