Giant

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, which is the fantasy of escapism. 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 for the high performance cycling enthusiasts

Rediscover Adventure for the adrenaline-chasing mountain bikers

Rediscover Purpose for the urban commuter

and Rediscover Joy for the young cyclists

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