Giant

Run by Giants

Objectives

With the arrival of a national cycle shop chain in town, Giant Leamington were looking to run a campaign that would emphasise their uniqueness whilst creating stand-out against the generic campaigns of their new competition.

Insight

The new national cycle shop chain was running a 48-sheet campaign in the area, trotting out the usual clichés, such as ‘specialist advice’. This presented a great opportunity to do something really different and truly engage the local audience.

Solution

We delivered a campaign that blew away run-of-the-mill competitor ads using gritty imagery and clever lines to amplify the experience and talents of Giant’s staff who are all pro cyclists. This included owner and legendary mountain biker, Billy Cheetham.

Results

In addition to raising awareness of Giant Bikes and driving footfall into the store, the campaign went on to win a Drum Roses award in the art direction category.