Giant Bikes : Real Riders

To celebrate this year's Tour de France, Australian cycling brand Giant decided to sponsor ordinary cyclists instead of top athletes (and with professional cycling tainted by drug-taking allegations, we reckon it's a smart move).

Via an integrated campaign with TV and digital airing during the Tour, riders across Australia of any age, ability or riding style are being invited to apply by creating a real rider profile on Giant's 'real riders' website. Thirty riders will become the new faces of the brand, receiving a sponsorship package consisting of a new bike, cycling gear and contract.