Giant Bicycles
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. We 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
We 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.
