Without the towns and their people there would not be those breakfasts so desired after doing the first kilometers on the bike. Therefore, from the cycling brand Gobik have created a gastronomic guide which lists the best establishments at which to make stops during a bike ride.
under the name Gobik Guide The company brings together a series of recommendations for bars, restaurants, service stations and other places where cyclists can stop to enjoy breakfast, lunch or a snack. It offers information of interest, such as the featured product or service for which it deserves the recommendation, a brief description and location and contact information.
The guide is made up of establishments from Spain, France, Italy, the United Kingdom and Germany; and mainly includes bars and restaurants in rural areas, although it also recommends places in urban enclaves. The brand’s objective with this initiative, created together with the independent creative agency Utopicum, is combat growing depopulation of rural environments, key in the practice of cycling.
The concept of the campaign is based on insight that one of the most special moments of going out cycling is enjoying a restorative lunch and spending time with friends and passionate companions. From Gobik they defend that cycling is not only a sport, but also a means to connect, and taking that as a reference, the guide is born.
Gobik Guide is accessible through a Intuitive and easy-to-use web app, and allows you to explore, search and filter recommendations based on location, route or popularity. Thus, each cycling group will be able to find places to take a break during their outings.
The company intends to make business visible of rural environments, publicize small towns and localities that are crossing points for cycling routes and remember the importance of keeping rural areas alive. And also provide a useful resource to your cycling community. What’s more, users can contribute by adding their recommendations and suggestions.
“We believe that giving cyclists a voice is essential; It is your guide, it is our guide, and everyone’s participation is key to its success. Additionally, through this initiative, we seek to raise awareness about the importance of the rural world and support its revitalization.”said Albert Medrano, marketing director of Gobik, in a statement.
In addition to the guide, Gobik states that will give recognition to the best establishments in an annual event with which they will also seek to strengthen the connection between cyclists and these businesses.
Gobik Guide is part of the “Join the repopulation” platformlaunched last year with the aim of combating rural depopulation in Europe. Under this commitment, last April it created a series of routes in unpopulated areas through the Strava platform.
More info.: Gobik Guide
Technical sheet
- Title: Gobik Guide
- Advertiser: Gobik
- Client contact: David Martínez Juan, Albert Medrano Arjona
- Agency: Utopicum
- Strategic planning: Francisco Cánovas
- Execution of accounts: Rebeca Ferre
- Creative direction: Pau López, Víctor Izquierdo
- Art direction: Santi Montoya, Willy Villanueva
- Social creative: Claudia Defez
- Editor: Almu Gómez
- Graphic design: Manuel Pulido
- Producer: Montaña
- Production: Fran Gantes
- 1AD: Álvaro Lopez
- Executive producer: Álvaro Lagos Vañó
- Production Director: Álvaro Lagos Vañó
- Production Manager: Sergio Hernandez
- Fixer Production: Rodrigo Fernández
- Production assistant: Jose Fernández, Carmen Garaban
- Director of photography: Pablo Lourido
- 1AC: Omar Romero
- Valet: Alexandre Reas
- Steady Cam: Gustavo
- Edition and color: Fran Gantes
- SFX: Andrey French
- VFX: Jose Alberto Matas Casado