Tour du Rwanda is an international UCI cycling event that takes place
every year towards the last week of February and is the biggest cycling
road competition in Africa. Each year, Tour of Rwanda attracts worldclass international teams, that compete on the Rwandan soil during
the 8 days event. The event enjoys a national media coverage as well
as international coverage with reputable broadcaster such as Canal+,
Supersport, TV5 World and Euro Sport. The outstanding performance of
Tour du Rwanda over the past decade has convinced the UCI to nominate
Kigali as the host the World Road Championships in 2025.

To announce Amstel as the official sponsor of Tour du Rwanda, we
created a digital campaign that was both bold and simple—reflecting
Amstel’s premium identity and the dynamic spirit of the race.

Phase 1 – Teaser (GIF Animation):

We launched with a sleek “New Circuit Loading” teaser using a playful
twist: the letter “O” in “LOADING” replaced by a stylized bicycle graphic.
This subtle animation stirred curiosity while visually connecting Amstel
to the cycling event without explicitly revealing the sponsorship. It
sparked intrigue and anticipation among fans and followers.

Phase 2 – Announcement Animation:

The reveal featured a cyclist pulling a banner showcasing both the
Amstel and Tour du Rwanda logos, riding across a strong red backdrop—
Amstel’s signature color. The creative reinforced movement, energy, and
national pride while cementing Amstel’s official partnership in a clean,
eye-catching visual format.

Objective:

• Create buzz and anticipation leading up to the sponsorship reveal
• Align Amstel with national sporting excellence and pride
• Position the brand as dynamic, involved, and proudly Rwandan
By blending minimalist animation and strong visuals, the campaign
delivered an impactful story:
Amstel is not just watching the race — it’s riding with Rwanda.