The brief

1) Create awareness around a little-discussed issue for women cyclists—soft tissue pressure on the labia while riding a bike.

2) Introduce/launch the all-new Women’s Power Saddle with MIMIC technology, which would help equalize pressure and eliminate saddle discomfort.

Solution

Since talking about labias is an “uncomfortable subject” within cycling circles and society in general, the creative needed to be sensitive while also being frank and to the point. By taking an approach that spoke directly to the issue in a humorous way, we were able to both educate on the problem and product, plus bring the conversation and subject out into the open among cyclists and the community at large. The videos teased the saddle high-level, while the campaign lander rounded out the piece with the development story and science behind the product. The launch video garnered close to 1 million views on YouTube during launch weeks.

Web Experience
https://www.specialized.com/us/en/power-saddle-mimic