Leo Burnett Melbourne launches new campaign for Giant Australia’s Tour de France ad blitz
The Tour de France is possibly the most heavily sponsored sporting event on the planet. Hundreds of brands compete for attention, on any available surface and on every available athlete.
However, Giant Australia 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.
Via an integrated campaign with TV and digital airing during the Tour, riders across Australia of any age, ability or riding style will be urged to apply by creating a real rider profile on Giant’s website .
Thirty riders will become the new faces of the brand, receiving a sponsorship package consisting of a new bike, cycling gear and contract. Each rider will be matched to five different kinds of package, suited to the kind of cycling they’re into.
So if you’re a rider (even if you’re anonymous) why not sign up and see if you can bag yourself a sponsorship deal?
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
20 Comments
A bike giveaway. Cool.
Nice insight.
As a cyclist I really like this spot.
Nice one guys.
Well done Jus and Sarah!
I like this idea. And no, i don’t work at Leos.
It’s about time someone sponsored a ‘clean’ cycler.
Love it! Great idea!!
I hope the directors don’t cop too much Flack for this Schmidt.
Actually, I really like the idea, I just can’t resist a pun.
Tis a nice idea. I’m glad you resisted the temptation to bring out the retro bike.
I’m getting a little sick of the sound of my own voice.
Other than that, nice insight, nicely shot.
@ 5:32 I agree
Great spot. Great idea. Nice execution. The last 5 seconds of the VO bother me:
As read:
And don’t worry; if you’re not the best rider in the world, you’re just what we’re looking for.
Probably what was written:
And don’t worry if you’re not the best rider in the world; you’re just what we’re looking for.
It’s not terrible. It just bothers me. I am an irritating pedant.
Great idea.
i work at leos and i am proud of this. well done jus and sarah.
given this message it seems weird that on the giant homepage there’s ‘rabo starts tour with new team bike’ story celebrating the new bike of the pro team they sponsor.
also the tour isn’t the most heavily sponsored sporting event in the world. it’s way down after world cups, summer and winter olympics, car races – indy, F1 etc.
that said, more people riding bikes is good.
Really nice guys.
The only thing I would say is there aren’t enough hipsters on ladies bikes. I just don’t feel adequately represented.
C
Fitzy/Carlton represent.
Giant Turd
Nice work. Good insight. If the intention is to make giant a mass market product then it works. I doubt serious riders with fat wallets will like this though.
Spun my wheels
(sorry)