BACKGROUND
In Colombia, a great number of amateur cyclists ride every weekend trying to reach the top of some of the longest and hardest mountain passes but almost 55% of them give up due to the difficulty. In cycling there's an important team member whose labor is like Gatorade's, the gregarious, the ones that help with the recovery and recharging of the team members during the path.
IDEA
We turned some Colombian professional cyclists into our brand gregarious in an event where they helped amateur cyclists to reach the top of the most difficult mountain passes in the country. During the experience, the gregarious took the leadership on the routes by pushing the ones that were left behind, hydrating their team members when needed and encouraging the cyclist to help them finally conquer the finish line.
General Creative Directors: Daniel Álvarez, Diego Contreras
Creative Directors: Jose Ariel Hernández, Andrés Lancheros
Copywriters: Juan Diego Rivera, Javier Bayona
Art Directors: Juan Camilo Morales, Juan David Pérez
Head of Business: Luisa Fernanda Márquez
Account Executive: Sofía Echeverri
Preditor: Kelly Escobar
