Giant bikes sets out to sponsor Australia's 'real riders'

The integrated campaign, which was launched in conjunction with the Tour de France on Saturday (9 July), features a TV commercial and digital airing during the the Tour which encourages riders across Australia  to create a rider profile on Giant's website. All of ages, abilities and riding stylesare encouraged. The campaign is also supported on sites like Facebook, YouTube, and local broadcaster SBS' cycling page.

"We've always sponsored the top athletes, but we realised that it’s actually real people who make the biggest contribution to the sport," said Darren Rutherford of Giant Australia. "They’ve given up their cars, done something great for their health and they genuinely love cycling. Who better for us to support?”

Thirty riders will be selected as new faces of the brand and will receive a sponsorship package consisting of a new bike, cycling gear and a contract.

Credits:

Agency: Leo Burnett Melbourne
Executive Creative Director: Jason Williams
Copywriter: Sarah McGregor
Art Director: Justin Nagorcka
Producer: Georgina Toole
Production Company: Liquid Creations
Directors: Marcus Flack and David Schmidt