BONNIE Documentary, 2024

Campaign Summary 

Overview 

In 2007, Bonnie Tu set out to ride the Tour of Taiwan with Giant Group's founder, King Liu. To do so, she rode a borrowed aluminum frame in a kit that didn't properly fit. As CFO of one of the world's largest bike companies, she found herself asking a question the industry had never seriously answered: Why aren't there bikes built for women?

One year later, she founded Liv. Sixteen years after that, Liv was a partner of the Tour de France Femmes avec Zwift, the biggest stage race in women's cycling.

BONNIE is a 16-minute documentary about what it took to get there, the risk, the resistance and the conviction that women deserve better. As Bonnie herself put it: "A women's bike is not taking a men's bike and shrinking it and pinking it." It is the story of one woman's commitment to changing an entire industry, told in her own words, and in the words of those whose lives and careers her leadership made possible.

I served as Executive Producer on BONNIE, created in partnership with Sourcy Film.

Campaign 

To promote the film we hosted a YouTube premiere that featured a shared screening and a filmmaker Q + A with Bonnie Tu. 

The film trailer was shared across owned sites and later appeared in film festivals including No Man’s Land. Hosted screenings took place in multiple venues around the world. 

Earned media resulted in 9 unique stories (including PinkBike, Escape Collective, Bicycling, Gear Junkie, Yahoo Syndication) with 795M+ UVM.