Every year in June, The FireFlies cycle over the French Alps from Lake Geneva to the Cannes Lions International Advertising Festival. The challenge is to ride more than 1000kms over 18 mountains in 7 days.
Inspired by the courage it takes to fight cancer, The FireFlies is a celebration of life, love and friendship. Over the past 16 years FireFlies has helped to raise over £1.7m for Bloodwise, the charity dedicated to funding world-class research and support for anyone affected by the hundreds of blood cancer related disorders.
Representatives from Bloodwise and Paul Carless, blood cancer patient ambassador, spoke to the packed out room to hone in on the real people and experiences that are at the heart of the FireFlies mission, inspiring the next fleet of riders.
This year Director Nick Mason created a powerful film showing real footage from past rides, depicting the highs, the lows and the sense of camaraderie that keeps riders returning to cycle for the cause each year.Nick’s film was shown alongside the Mill+ animation piece ‘The FireFlies Tour: A Journey to Hope’, directed by Kyle Moore and Amy Graham, created to help raise awareness for the ride and the worthy cause.