Wavemaker Triumphs in the 2025 Tour de SBS Agency Challenge
In a thrilling contest of creativity and strategy, Wavemaker emerged victorious at the highly competitive Tour de SBS Agency Challenge, surpassing 19 other teams to clinch the top spot. The event took place at Hoops Capital East, Moore Park — the official training venue for the Sydney Kings and Sydney Flames.
The winning formula for the GroupM agency was their outstanding performance across three challenging stations, each inspired by prominent SBS content and events. The stations tested the teams’ versatility and skill in various tasks.
The first was the Tour de France station, which tasked participants with cycling through a virtual reality course mirroring the legendary cycling event. This challenge tested endurance and focus, simulating the ultimate biking experience.
The second task was inspired by the survival show “Alone Australia.” Here, contestants engaged in survival-themed activities within a dynamically changing wind environment, challenging their adaptability and teamwork under pressure.
The third challenge, based on the FIFA World Cup, involved maneuvering a massive inflatable soccer ball through an intricate course, culminating in an action-packed shot at the goalposts. This challenge combined agility, precision, and a flair for theatrics.
This marks the 11th installment of the Tour de SBS Agency Challenge, drawing together approximately 150 competitors from prominent media agencies across Sydney. Recognized for their creative flair, Pearman Media was awarded for having the best-dressed team, impressing with imaginative T-shirt designs.
The excitement dovetailed with SBS’s anticipation for the upcoming broadcast of the Tour de France, which returns live and exclusive on SBS and SBS On Demand. The cycling craze continues as fans gear up for this internationally celebrated event.
The top accolades for the 2025 agency event were claimed by Wavemaker in first place, followed closely by Innocean in second, and Hearts & Science rounding out the top three. These teams showcased exceptional talent and strategic acumen in navigating the multi-faceted challenges.
This creative and spirited competition not only highlighted the competitive edge of leading media agencies but also underscored the vibrant community within the advertising and media landscape. As agencies prepare for next year’s challenge, the bar has undoubtedly been set high, promising another year of innovative and exhilarating confrontations.
