ASIA-PACIFIC MELBOURNE, AUSTRALIA, JULY 2011 – How many brands compete for attention at the Tour de France, where every available surface and every available athlete is plastered with sponsor logos? And how many regular bikers get the same amount of attention?
Giant, one of the world’s largest bike manufacturers, and Leo Burnett Melbourne have decided to break with convention and divert their sponsorship dollars towards the people they think make the biggest contribution to the sport of cycling: the everyday rider.
Darren Rutherford, Giant Australia remarks, “We’ve always sponsored the top athletes, but we realized that it’s actually real people who make the biggest contribution to the sport. They’ve given up their cars, done something great for their health and they genuinely love cycling. Who better for us to support?”
On Giant’s website – giantrealriders.com.au – Australian riders of any age and skill are invited to create a profile and apply to be one of the 30 riders who will become the new faces of the brand, grouped into five cycling categories. Each will receive a sponsorship package consisting of a new bike, cycling gear and contract. The TV campaign launched on July 8, supported by digital activity on sites including SBS Cycling Central, Facebook and YouTube during the Tour.
CREDITS
Advertiser: Giant Australia
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 Schmid
