GIANTS star forward Jeremy Cameron and eight-year old Lincoln Summons from Kellyville in North West Sydney are the faces of the club’s new brand campaign – titled There’s a GIANT in all of us – launched today in Sydney’s west.
The campaign focuses on the GIANTS’ passage from humble beginnings to a recognisable force representing the communities of Western Sydney and Canberra.
The campaign encapsulates the shared passion between players and fans with the centerpiece being the synergy between GIANTS forward Jeremy Cameron and young GIANTS supporter Lincoln Summons as they both prepare for game day.
The campaign tells the story of the unique bond between Jeremy and Lincoln, a friendship built several years ago following a chance meeting at a club night in Blacktown.
This led to Lincoln quickly signing up as a GIANTS member and even taking it upon himself to present Jeremy at show-and-tell at Beaumont Hills Primary School last year.
The campaign’s tag line There’s a GIANT in all of us is central to the club, its fans and the Western Sydney and Canberra communities.
With the new brand campaign comes a new hashtag #NeverSurrender. The line has an obvious and close alignment to the club and our supporter base through the team song, which is an integral part of any AFL club.
It is a strong statement for our fans to get behind and believe in and we want them to know that our team will #NeverSurrender.
GIANTS Chief Executive Officer David Matthews said the relationship between Jeremy and Lincoln was an authentic and representative focal point for the campaign.
“The story of Jeremy and Lincoln is real and it’s a great example of the connections the GIANTS are building with the local communities of Western Sydney and Canberra,” Mr Matthews said.
“We are lucky enough to have some of the most passionate supporters in Australia – many of them coming to our game for the first time – and we will always put our fans first as we seek to break new ground.”
Cameron, 23, said he felt a strong connection to the campaign having been one of the original players to join the club in 2010 ahead of the GIANTS entry into the competition in 2012.
“I see it as a privilege to be part of the club’s new brand campaign, it’s something I’m really proud of,” Cameron said.
“This is a real story about our club’s relationship with the community which has always been the cornerstone of our growth since we entered the AFL.
“Lincoln is a great young kid and I think he really enjoyed being part of this campaign.
“I love the finished product and feel that it represents the passion that our members and supporters have for the GIANTS.
“We’re a club that has come from humble beginnings but we know we’re building something really unique and very special.”
Lincoln, who plays for the Kellyville Rouse Hill Magpies, said taking part in the campaign was a dream come true.
“Having Jezza come to school was pretty cool but being in a commercial with him was even better.
“I love the GIANTS and I want to play for them, next to Jeremy, when I’m older.”
