Giant
Reviving Melbourne's cycling scene post-COVID with "Rediscover Freedom" campaign
To celebrate the lifting of stay-at-home restrictions after a strict 2-year lockdown in Melbourne, I developed a marketing campaign and video that taps into everyone’s urge—to rediscover their freedom. I also created the triptych aesthetic to launch the video on Giant Melbourne's Instagram page, which thematically aligns with the concept.
Direction
Strategy
Digital Identity
Branding
UX/UI
A chain of Giant dealerships in Melbourne, Lygon Street and Essendon—wanted to create a social media campaign for Easter weekend, a sought after weekend spent with family. But this weekend respite takes on a new meaning as COVID measures started easing down in Melbourne after the two-year pandemic. The client wanted to celebrate the lockdown lifting with a campaign that reflects the newfound freedom from COVID restrictions. The brief designated to me was to create a campaign that emotionally resonates with people in a challenging time. I used this campaign to reflect the collective catharsis of a post-pandemic reality; physically and mentally for Melbourne, and creatively, for me. Psychologically, the public sentiment with the pandemic has ran its course—people were exhausted, being holed up for far too long. And Easter was the perfect time to embody the escape.
The creative process started with the development of the big idea for the brief, a message that taps into everyone’s collective frustration, fears, dreams and resolve—the attitude towards the pandemic and the lockdown lifting. With this, the concept Rediscover Freedom was born.
To kick off the campaign launch, I produced a video commercial. I was responsible for the copywriting, the editing, the sound mixing and the voice over for the commercial. The messaging was meant not just for cyclists, but the world struggling in a pandemic-borne reality: all of us are exhausted, beat up, and isolated. The video highlighted the feeling riding a bike elicits—the fantasy of escapism—while softselling the product. The campaign focused on reclaiming back our sense of self, overcoming struggles and rediscovering our freedom in light of the new normal.
The campaign highlights the different personas for each of Giant’s target audience: Rediscover Passion (the high performance cycling enthusiasts), Rediscover Adventure (the adrenaline-chasing mountain bikers), Rediscover Purpose (the urban commuter), and Rediscover Joy (the kid cyclists).
Commercial copy:
It’s been a tough year.
We lost a semblance of who we used to be.
What it was like to be free.
We were forced to put a brake on our dreams.
restrained before we could even start to get moving.
But hey, you made it.
In the face of insurmountable adversity,
a different kind of relentless pushes through within us.
We shift gears,
despite the resistance we face.
We climb uphill,
even when we feel like we’re losing the battle.
We push onwards,
because there is no where else to go but forward.
And when we break away from the chaos,
we come out of the ruins stronger.
We reclaim back the things we’ve lost.
We reconnect with the world.
We revive the past and regenerate for the future…
We rediscover the present to relearn what life is all about.
Ready to be reawakened for the new dawn ahead.
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Direction
Strategy
Digital Identity
Branding
UX/UI
A chain of Giant dealerships in Melbourne, Lygon Street and Essendon—wanted to create a social media campaign for Easter weekend, a sought after weekend spent with family. But this weekend respite takes on a new meaning as COVID measures started easing down in Melbourne after the two-year pandemic. The client wanted to celebrate the lockdown lifting with a campaign that reflects the newfound freedom from COVID restrictions. The brief designated to me was to create a campaign that emotionally resonates with people in a challenging time. I used this campaign to reflect the collective catharsis of a post-pandemic reality; physically and mentally for Melbourne, and creatively, for me. Psychologically, the public sentiment with the pandemic has ran its course—people were exhausted, being holed up for far too long. And Easter was the perfect time to embody the escape.
The creative process started with the development of the big idea for the brief, a message that taps into everyone’s collective frustration, fears, dreams and resolve—the attitude towards the pandemic and the lockdown lifting. With this, the concept Rediscover Freedom was born.
To kick off the campaign launch, I produced a video commercial. I was responsible for the copywriting, the editing, the sound mixing and the voice over for the commercial. The messaging was meant not just for cyclists, but the world struggling in a pandemic-borne reality: all of us are exhausted, beat up, and isolated. The video highlighted the feeling riding a bike elicits—the fantasy of escapism—while softselling the product. The campaign focused on reclaiming back our sense of self, overcoming struggles and rediscovering our freedom in light of the new normal.
The campaign highlights the different personas for each of Giant’s target audience: Rediscover Passion (the high performance cycling enthusiasts), Rediscover Adventure (the adrenaline-chasing mountain bikers), Rediscover Purpose (the urban commuter), and Rediscover Joy (the kid cyclists).
Commercial copy:
It’s been a tough year.
We lost a semblance of who we used to be.
What it was like to be free.
We were forced to put a brake on our dreams.
restrained before we could even start to get moving.
But hey, you made it.
In the face of insurmountable adversity,
a different kind of relentless pushes through within us.
We shift gears,
despite the resistance we face.
We climb uphill,
even when we feel like we’re losing the battle.
We push onwards,
because there is no where else to go but forward.
And when we break away from the chaos,
we come out of the ruins stronger.
We reclaim back the things we’ve lost.
We reconnect with the world.
We revive the past and regenerate for the future…
We rediscover the present to relearn what life is all about.
Ready to be reawakened for the new dawn ahead.
