The stunt, which saw the wool of 150 sheep dyed the colour of the famous yellow jersey, was launched in conjunction with a 20-metre by ten-metre-banner that read ‘Yorkshire’s getting into the spirit of the Tour de France’.
Soul used drones to capture footage of the sheep and banner from above, which was broadcast over YBS’ social media and internal communications.
The agency has plans to buy the yellow wool from farmer Richard Appleton to create limited edition jumpers to be sold for charity.
Speaking before the event, Shaun Moran, creative director of Soul, said: "YBS wanted to bring the spirit of the Tour de France to the countryside of Yorkshire, in a departure from traditional advertising routes. The Society asked us to find a fun way to communicate its support as the race made its way through the Yorkshire Dales, so we had seven days to turn around this campaign.
"Seeing the sheep sporting the yellow jersey colour was a real triumph. This has been a great experience for us, especially as the roads for the Grand Départ are closing at 5am on Saturday, so we’re having to camp in the field with our new friends."
Anna Higgins, customer acquisition manager at Yorkshire Building Society, added: "We asked Soul to get people into the spirit of the race and its idea of filling a field along the tour route with 150 yellow sheep – dyed to represent the yellow jersey – is a fantastic initiative."
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