The GIANT Propel is a high-performance aero bike, designed for a sole purpose: Maximum speed. To match this uncompromising ambition, we knew we had to develop a campaign with the same streamlined efficiency and athletic appeal.
The next generation of the Propel promises to be lighter, stiffer and more aerodynamic than ever before. We distilled each of these strengths into several powerful claims, supported by a kinetic design that embodies performance and speed to its core.
Up next for GIANT was the opening of their state-of-the-art flagship store in Düsseldorf. A local ad campaign was devised to generate attention for the event, centered around an engaging claim: "Düsseldorf Wird Giant."
Following the store’s grand opening, the campaign was expanded in order to address customers in the larger region. Modern bike enthusiasts are as online as any target group. Hence, a focus on digital media was chosen, distributed across various platforms.