rapha - ‘the war we chose to wage’
A new business lead had come up with cycling brand Rapha – a brand adept at telling beautifully crafted stories that draw on the emotional pull of cycling.
To show that we shared their understanding and passion for the sport, I decided to tell a little-known story from the roads I’d cycled on in the West Midlands.
The centenary of the outbreak of the First World War was approaching, and in Meriden, outside Solihull, there stands a monument to all of the cyclists who fell in the Great War.
This poem commemorates them. A framed A2 version was delivered to Rapha.
My role: Concept and copy
Agency: LIFE Agency
