The Namib Light Quest
The Windhoek Light Namib Quest is a 450km mountain bike stage race held in the Namib Desert. The 6-day competition is regarded as one of the toughest races on the continent and one of the most challenging cycling tests in the world, complete with a diverse landscape. The task was to create a standout campaign and visual identity fit for a sporting event like the Windhoek Light Namib Quest in order to attract more sign-ups in the year 2019.
The Namib Desert is notorious for being one of the toughest environments on the planet, making The Namib Quest one of the most challenging races in the world. With this in mind, we used the toughness and difficulty of the race to ‘challenge’ cyclists to enter. Our comms positioned The Namib Quest as more than just a race, making it the true test of toughness. The main targets of this campaign were cyclists, giving birth to ‘Can You Conquer It?’ – a direct challenge to all cyclists to see if they could take on the mighty Namib Desert.