To celebrate this year’s Tour de France, Australian cycling brand Giant Bicycles decided to sponsor ordinary cyclists instead of top athletes. The campaign included a commercial run on television and online, inviting riders across Australia of any age, ability or riding style to apply for sponsorship by creating a real rider profile on Giant’s ‘real riders’ website, giantrealriders.com.au. Thirty riders will become the new faces of the brand, receiving a sponsorship package consisting of a new bike, cycling gear and contract.
Click on the image below to play the Real Riders video in YouTube (HD)
The Real Riders campaign was developed at Leo Burnett Melbourne by executive creative director Jason Williams, copywriter Sarah McGregor, art director Justin Nagorcka, and planner Ben Cliff. Media was handled by Starcom.