Subverting Tradition

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As the world's leading cycling brand, Rapha wanted a presence at the world's leading cycling competition - the World Championships. Except officially they couldn't use its name, so they needed a strong visual hook for the event. Enter the cone.

There's a peculiar Glasgow tradition dating back over 40 years, whereby locals adorn the statue of the Duke of Wellington with a traffic cone hat.

I decided to turn this tradition on its head and turn the humble cone into the hero of our campaign, going from orange to Rapha brand pink, of course.