To celebrate women's day, from Gobik we launched "Pequeñica", a small spot within our claim “What a ride"in which this time the protagonist is a woman.
The proximity to the fans is what makes our clothing meet all the demands that they have, but it is also what has allowed us to develop the new strategic development. We understand that behind a person who practices cycling, there is a personal and sporting philosophy that goes far beyond the sport itself.
The piece shows us that there is no mountain big enough when a cyclist is determined to climb it. The lyrics of an old jota revisited serve to make us live that moment in which the girl looks at what lies ahead and with that gesture of resolution that distinguishes true cyclists, without even thinking about the possibility of not making it, she gets on her bike and sets out to climb to the top.
With this production, we want to pay tribute to the determination of all the women who, in an increasingly massive way, have made cycling their sport and Gobik one of their favorite brands.
In the words of Gema Arias, Creative Strategy General Manager of Kitchen, "This piece not only highlights the ability of cyclists to overcome, in this case represented by a woman who historically has been assumed to have less physical capacity and ability to overcome, but also creates a certain parallelism with the history of the brand and its tenacity to not be intimidated in the face of great obstacles".
In the words of Albert Medrano, Gobik's Marketing Director, "The brand's history and its tenacity not to be intimidated in the face of great obstacles."Pequeñica", is an emotional tribute to women and their countless achievements throughout history. The video and its title are a metaphor for the strength, determination and magnitude of women's contribution to our world. In addition, 'Pequeñica' is not only a tribute to Women's Day, it is also a tribute to the WomenDay, but also perfectly complements the message we have been communicating with 'Little Girl'.What a Ride' for the past year. This video is an invitation to take pride in every step, every achievement, big or small, and to recognize the transformative power of every action, no matter how 'Tiny' it may seem."
The "Pequeñica" spot, with creative direction by Aida Pozuelo and Sergio Sánchez Caballero, is produced by Bosalay and directed by Felipe Salas, who is also a tireless cyclist.
The theme song, has been produced by José Battaglio/Heaven Music and recorded by Kaelo del Río at Arte facto Lab, who successfully faced the challenge of turning an old jota into a totally current and empowering piece.