Creativity

Giant Bikes: Real Riders

Finding cycling's real stars.

Published on Jul 08, 2011

Editor's Pick

To celebrate this year's Tour de France, Australian cycling brand Giant decided to sponsor ordinary cyclists instead of top athletes (and with professional cycling tainted by drug-taking allegations, we reckon it's a smart move).

Via an integrated campaign with TV and digital airing during the Tour, riders across Australia of any age, ability or riding style are being invited to apply by creating a real rider profile on Giant's 'real riders' website. Thirty riders will become the new faces of the brand, receiving a sponsorship package consisting of a new bike, cycling gear and contract.

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About

Credits

Date
Jul 08, 2011
Agency:
Leo Burnett Melbourne
Client:
Giant Bikes
Executive Creative Director:
Jason Williams
Copywriter:
Sarah McGregor
Art Director:
Justin Nagorcka
Planner:
Ben Cliffe
Media Agency:
Starcom
Production Company:
Liquid Creations
Director:
Marcus Flack
Director:
Dave Schmidt
Editor:
Marcus Flack
Editor:
Dave Schmidt
Audio Post Production:
Final Sound

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