BackgroundLance’s greatest triumph was kicking cancer’s ass, not winning six Tours in a row. This is the ultimate Just Do It story.BriefTell the story behind how Lance became LanceCampaign Strategy– Launch multimedia campaign to coincide with Lance’s quest for a seventh consecutive Tour victory– The TV spot ran right after he won his seventh Tour.Reactions– 150M visited wearyellow.com after he won the seventh Tour, doubling the previous week’s number of visitors– During the campaign, the Lance Armstrong Foundation sold over seven million LIVESTRONG wristbands.