It's almost time for the Lions Advertising Festival in Cannes and production companies and agencies alike will soon flock to this beautiful town in the south of France to network and talk about the work they have been doing during the previous year. It's also a great excuse for three days out of the office drinking wine in the sun.
One of the main highlights of this event is the Fireflies arriving into the city from their epic 1,000km charity ride through the French Alps from Geneva to Cannes to raise money for Leuka.
The Fireflies Tour was established in 2001 by Sandy Watson Scott (then the Head of TV at M&C Saatchi), in recognition of relatives and friends living with cancer. The five co-founders - Jake Scott, Adrian Moat, Nick Livesey (all Directors at RSA Films), Tim Page (Head of TV at Y&R), and Chris Haworth are faced with the daunting task of traversing the 1,000km in just 8 days.
The Fireflies' motto is simple: "for those who suffer, we ride."
Inspired by the courage of those living with cancer, the riders will tackle some of the most gruelling climbs of Le Tour de France - a total of 18 mountains including either the famous Mont Ventoux or the Alp Dues, the latter of which featuring 15 hairpin turns covering over 16 miles of climb up to 3,000 feet (phew...) So it's safe to say that these Soho cycle enthusiasts take on some pretty epic challenges for this great cause every year.
Leuka is a charity formed to support Research and Treatment of Leukaemia at the Hammersmith Hospital, London, and is known as a world leader in the treatment of cancers of the blood.
Two of my close former work colleagues from The Mill, Alex Webster and Chris Batten, are taking the challenge this year - I will no doubt be sponsoring them and we wish them all the best from Escape Studios.
Here is a link to the Fireflies fund raising site if you would like to know more.