VIDEO:  The FireFlies Tour: A Journey to Hope – created & animated by The Mill

“…1 team, 7 days, 18 mountains, 1.000km, 30,000 calories, 75,000ft…” 

Every June, The Fireflies embark on a cycling journey from the shores of Lake Geneva across the French Alps to Cannes Lions International Advertising Festival with an aim to raise awareness and funds for UK charity Bloodwise. In support of their 16th annual ride, The Mill produced this moving promo film which illustrates The Fireflies’ challenging tour using a combination of 3D and cell animation.

Reflecting on the struggles of those ones whose lives are affected by leukaemia and blood cancer, the ride is unlike any other ride – it takes courage, physical as well as emotional strength throughout the whole cycling experience.

Inspired by the american version of the film which was created for the The Fireflies West, The Mill wanted to give a European touch to the original concept and ”extend its reach into Europe and beyond” as Mill+ Executive Director, Stephen Venning says.

He also comments: “The film’s 2D style works well as an animated journey as you are drawn in to the ebb and flow of the ride without connecting with an individual or a 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 Richmond Park!”

Established in 2001 by former Head of TV at M&C Saatchi – Sandy Watson Scott, The FireFlies Tour started when five friends cycled from Geneva to Cannes to meet fellow industry professionals at Cannes Lions and help a charity. Since then, they have raised over £1.7 million for leukemia research and treatment with leading support from the RSA film.