The Briefing Room

For those cyclists in the ad biz that have dreamed about riding in the French Alps with the FireFlies (www.thefirefliesride.com), but could not manage to get away, here’s your chance to be part of a great cause. This year, a group is heading along the California Coast. Planned by veteran FireFlies Jake Scott and Bryan Farhy, the event will take place June 8-14, riding the 550 miles from San Francisco to LA.

As with its annual event in France, the 2008 FireFlies West ride is in aid of Leuka, providing continued support for the research and treatment unit for leukaemia at the Hammersmith Hospital in London.

If you are interested in riding the whole way - or even joining them for a stage - please contact bryan@restlessfilms.tv. Those who cannot make the ride are encouraged to join the group for the welcoming party at the Kings Head Tavern in Santa Monica, as the FireFlies arrive on Saturday, June 14.

This year’s ride from Evian to Cannes will take place June 10-18, culminating with the arrival of the FireFlies at the Cannes International Advertising Festival.