Gosbi has begun a new stage of the brand with the launch of “Mediterranean Instinct”, a new strategic and creative territory inspired by the Mediterranean lifestyle. The company specialized in conscious nutrition for dogs and cats thus expands its positioning beyond food to build a story linked to well-being, nature, balance and the relationship between people and animals.
The spot focuses on how dogs and cats influence the way people live
The first expression of this new platform is the audiovisual campaign “What if they are the ones who make us live like this?”a piece starring real people and their animals that focuses on how dogs and cats influence people’s way of living and connect them with more leisurely, natural and conscious habits.
The campaign brings together stories linked to different territories and ways of life in the Mediterranean. Among the protagonists are Elena Manera, patron of an artisanal fishing boat in El Port de la Selva; Marc August, pastor in La Garrotxa; the painter Ramón Moscardó in Cadaqués; the mountain athlete Ares Masip in the Pyrenees; or the musician and composer Cesc Sansalvadó in l’Empordà. All of them appear alongside their animals and represent different ways of understanding concepts such as origin, tradition, connection with nature, creativity or everyday enjoyment.
Gosbi thus presents a story in which animals appear as figures capable of transforming the way in which people live, relate to their environment and understand well-being. The campaign is based on landscapes of the Costa Brava, l’Empordà, the Pyrenees or Barcelona to reinforce the link between territory, lifestyle and brand philosophy.
The proposal is completed with a soundtrack created specifically for the campaign
The audiovisual proposal is completed with an original soundtrack created specifically for the campaign by the musician and singer-songwriter Cesc Sansalvadó with his dog Sheriff. Under the title “Simple Days”, the song seeks to musically convey that way of life that is more connected to the present and to the essentials that articulate the company’s new positioning.
In addition to the main video, the campaign will be deployed through independent capsules, interviews and digital content adapted to different formats and platforms. The brand has also activated a specific landing page dedicated to “Mediterranean Instinct”, which includes the real stories of the protagonists and the creative process behind the project.
“More than creating a story, we wanted to capture a way of living that already exists, and we have given it visual form,” explained Sergi Segura, Art Director at Gosbi, in a statement. “The campaign and the new positioning are born from that observation: of the sea, the countryside, art, mountains, sports, cooking and all those everyday moments in which animals connect us with the here and now.”
For her part, Laura Ayala, Head of Communication at Gosbi, points out that the new territory allows the brand to be explained. “from a broader place. Not only from what we do, but from how we understand care, feeding and a conscious way of caring for, living and relating to animals.”
The project has been conceived and developed entirely by Gosbi’s internal Marketing and Design team, which has assumed both the strategy and the creative, narrative and production development of the campaign.
