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For Those Who Suffer, We Ride

For Those Who Suffer, We Ride


The FireFlies Antipodes, a group of dedicated cyclists from the advertising and production industries, will be taking off on their third ride to raise money for the fight against blood cancers. Taking place over six days from 17 to 23 February 2019, the ride will cover approximately 800km from Christchurch to Queenstown in New Zealand. Members of the media industry including Creative Directors, Producers, Sound Designers and Editors, have banded together to raise awareness and funds to aid The Snowdome Foundation in its fight against blood cancers and Leukaemia.

After completing The FireFlies Tour across the French Alps from Lake Geneva to the Cannes Lions Advertising Festival in 2013, Wilf Sweetland, CEO & Partner of Sweetshop brought the tour to Australia and New Zealand. Riders completed the inaugural tour from Christchurch to Queenstown in February 2015 and in 2017 they cycled the 1,000km+ over seven grueling days circumnavigating Tasmania.

“At its core, FireFlies is about the industry coming together to raise money for a truly worthy cause,” said Wilf. “Every day The Snowdome Foundation works to unlock new treatments that give hope to the 11,500 Australians diagnosed with Blood Cancers each year. Being a FireFly is a privilege and we are honoured to be a part of this legendary ride that is bringing the courageous cyclists – both experienced and new – together for a great cause.”
This year’s ride is made possible by the generous financial sponsorship of Blockhead, Campaign Brief, Finch Company, Goodoil, Northside Locals, Panavision, Rumble, Skin Grows Back, Snowdome Foundation, SongZu, The Editors, TwentyOne Coffee and founding sponsors Sweetshop and RSA Films.

The Snowdome Foundation was co-founded by ECD Grant Rutherford in 2010 following the loss of his daughter Chloe to Leukaemia.

Riding with the spirit and motto ‘For Those Who Suffer, We Ride’ the tour aims to raise AUD $60,000 for The Snowdome Foundation. Visit The FireFlies Antipodes website for more details: www.firefliesantipodes.com

You can follow along with the riders on their journey here on Campaign Brief and via Sweetshop’s blog page and on social media with hashtag #firefliesantipodes.