The FireFlies Tour’s 16th annual ride, from Lake Geneva to the Cannes Lions International Festival of Creativity, threw many challenges at its riders—specifically, eighteen looming mountains in the French Alps. To support this fundraiser in its quest to cycle more than 1,000 kilometers in seven days, Mill+ created “The FireFlies Tour: A Journey to Hope.” Subtly adapted from a piece originally created for the Fireflies West, the cycling group’s United States branch, the film illustrates the ride from Lake Geneva to Cannes using a combination of 3-D and cell animation. Mill+ changed elements from the original film to personalize it for a European location—the Lake Geneva jetty replaced the Golden Gate Bridge, and Cannes took the place of the Los Angeles skyline. 

Mill+ executive director Stephen Venning says, “The film’s 2-D style works well as an animated journey as you are drawn into the ebb and flow of the ride without connecting with an individual or a single personality. The FireFlies Tour is all about the team, the collective peloton, sticking together through the tough parts of a climb—or the wind and rain of England’s Richmond Park!” The film, which reflects the struggle of those affected by cancer through the riders’ animated physical journey, also stands for all that kept the cyclists going in the last kilometer: compelling others to sponsor the United Kingdom blood cancer charity Bloodwise. “Now in its 16th year riding to Cannes, the FireFlies Tour has raised over £1.8 million for the charity, which makes it one of the best fundraising activities in the world of advertising,” Venning says.

themill.com