Giant Bicycles
About Giant Bicycles
The work made for Giant Bicycles runs to 3 verified projects since 2021 — mostly TVSpot, BrandActivation and AdCampaign.
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Giant Bicycles Campaign
How can you differentiate the world’s leading bicycle brand from its competitors and celebrate the deep community partnerships it has forged? By amplifying the stories and experiences of real people whose lives have been transformed by Giant Bicycles. Problem For decades, cycling communications all looked alike – transactional, featuring super good-looking, ripped, white males. But the reality is that bicycles are for everyone and they have the power to change lives for the better. Cutwater needed to bridge the gap between manufacturers and consumers by finding and telling real stories that break stereotypes and invite all into the world of cycling. Insight Cutwater realized early on that no matter what someone is going through, they could reap the benefits that bicycling provides. There were so many authentic stories of cyclers from underrepresented backgrounds that were waiting to be told in a way that captures the power and beauty of cycling. Giant had already been supporting diverse communities for many years, so putting the spotlight on some of their long-lasting ambassadorships was a natural next step for the brand. Solution Long-form, culturally relevant content. In creating socially impactful long-form content pieces that showcase how Giant Bicycles is a true beacon of transformation, community, and connection, we’ve been able to welcome into the brand a new audience of freedom seekers who want to live a life without limits through cycling. Relevancy By shedding a light on real people with diverse identities and experiences who are authentically part of the Giant community, we’ve been able to elevate the voices of those who weren’t/aren’t usually seen. From highlighting Brian Hall’s battle with Parkinsons since age 14 and the physical freedom he’s found through cycling, to the incredible narrative of the Navajo Nation’s SiiHasin Bike program, dedicated to addressing suicide prevention, the work has helped build long-term friendships with current and future Giant Bicyclists. TVspot Tour De SiiHasin : The Tour De SiiHasin brings the community together as an act of cultural connection and healing. The program was started by only a handful of riders to address suicide prevention on the reservation and has evolved into a community-led act of strength, wellness and togetherness. They traverse challenging trails, riding 400 miles together through the sweltering July heat. That journey across the landscape takes you to places physically, mentally, emotionally, and spiritually. Places you might normally never go. Preparations are now underway for the 10th Annual Tour de SiiHasin, with months of route preparations, logistics, and community outreach. It is a ride like no other in the world, unique to the people and place that call it home. TVspot Not Afraid to Fall : Brian Hall is many things—a published author, public speaker, loving partner, friend, community caretaker, and a devoted cyclist. He has dedicated his life to sharing his story with the intention of removing stigmas, transforming being the “other,” and bringing people close for intimate conversations and connection. Brian's symptoms of Parkinson's disease started at age 14. His high school basketball coach noticed his movement was being hampered by intermittent foot cramps, as he ran the length of the basketball court. This was the beginning of a very long and frustrating medical journey. For years, the uncertainty of Brian’s condition left him with a great deal of fear and doubt about his physical future. Then, in 2013 almost 20 years later he got a bicycle, and his entire world changed. Credits: Second Camera, Assistant Editor - Brandon Gaesser