The Giants find their voice in new brand experience platform via Richards Rose

The Giants and Richards Rose have developed a new brand experience platform in ‘Everything’s Bigger Up Close’.

This brand idea expresses the intimate experience that people enjoy at a Giants game and how it is a break for families and friends to connect around a shared passion.

The campaign amplifies the Giants team song and the unique AFL ritual, which sees the song sung with equal gusto by players and fans alike.

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Says David Matthews, chief executive, Giants: “We’re a young and exciting club that provides an entertaining and welcoming day out for everyone.

“This campaign captures the energy, connection and emotion you feel for three hours at a Giants game.

“The team song is a distinctive and uniting part of our game, it’s something a young boy or girl can sing after a win just as the Captains of our AFL and AFLW teams do.

“This campaign portrays what takes place on any given weekend across Western Sydney and the ACT, with fans and players alike coming together to belt out the Giants’ unmistakable club song.”

Says Digby Richards, CEO, Richards Rose: “We have spent the last five years on the upward journey with the Giants.

“This campaign is the next stage of the brand maturing and captures the genuine joy that comes from people connecting on game day, using the distinctive Giants song as the binding war cry between players and grass roots fans.”

Says Simon Edwards, creative director, Richards Rose: “Being a recent AFL convert with kids in Auskick, I was struck by the instant emotion and kinship from simply singing the Giants team song.

“The Giants are an incredibly inclusive club who really embrace their fans and this campaign is the simplest way of showing that shared passion and game day excitement.”

Launching March 13th, the brand platform ‘Everything’s Bigger Up Close’ will come to life across TV, video, OOH, print, digital, social, membership, game day, signage, partnership activation and retail marketing.

Clients:

David Matthews

James Avery

Samantha Blomeley

Rebecca Hamilton

Mitchell Dale

Tim Hirst (AFL)

Agency: Richards Rose

Composer: Adam Moses