{"id":24578,"date":"2026-06-19T08:50:31","date_gmt":"2026-06-19T08:50:31","guid":{"rendered":"https:\/\/fecburgos.com\/?p=24578"},"modified":"2026-06-19T08:57:57","modified_gmt":"2026-06-19T08:57:57","slug":"la-ubu-esta-de-moda-consolida-su-exito-como-puente-entre-el-comercio-local-y-las-nuevas-generaciones","status":"publish","type":"post","link":"https:\/\/fecburgos.com\/index.php\/archivos\/24578","title":{"rendered":"\u201cLa UBU est\u00e1 de Moda\u201d consolida su \u00e9xito como puente entre el comercio local y las nuevas generaciones"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24578\" class=\"elementor elementor-24578\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-291939e6 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"291939e6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div 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dropdown-item\">Muestracasa<\/a>\t<\/li><li id=\"menu-item-24463\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-24463 nav-item elementskit-dropdown-has relative_position elementskit-dropdown-menu-default_width elementskit-mobile-builder-content\" data-vertical-menu=\"750px\"><a href=\"https:\/\/fecburgos.com\/index.php\/la-ubu-esta-de-moda-2026\" class=\" dropdown-item\" aria-haspopup=\"true\" aria-expanded=\"false\" aria-controls=\"ekit-submenu-24463\">La UBU est\u00e1 de Moda primavera-verano<i aria-hidden=\"true\" class=\"icon icon-down-arrow1 elementskit-submenu-indicator\"><\/i><\/a>\n\t<ul class=\"elementskit-dropdown elementskit-submenu-panel\" id=\"ekit-submenu-24463\">\n\t\t<li id=\"menu-item-24464\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-24464 nav-item elementskit-mobile-builder-content\" data-vertical-menu=\"750px\"><a href=\"https:\/\/fecburgos.com\/index.php\/la-ubu-esta-de-moda-2025\" 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Traspasos comerciales<\/a>\t<\/li><li id=\"menu-item-14250\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-14250 nav-item elementskit-mobile-builder-content\" data-vertical-menu=\"750px\"><a href=\"https:\/\/fecburgos.com\/index.php\/convenios-colectivos\" class=\" dropdown-item\">Convenios Colectivos<\/a>\t<\/li><li id=\"menu-item-15139\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-15139 nav-item elementskit-mobile-builder-content\" data-vertical-menu=\"750px\"><a href=\"https:\/\/fecburgos.com\/index.php\/normativa\" class=\" dropdown-item\">Normativa<\/a>\t<\/li><li id=\"menu-item-14261\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-14261 nav-item elementskit-dropdown-has relative_position elementskit-dropdown-menu-default_width elementskit-mobile-builder-content\" data-vertical-menu=\"750px\"><a href=\"https:\/\/fecburgos.com\/index.php\/guias\" class=\" dropdown-item\" 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data-id=\"76143967\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61b8f0e9 elementor-widget elementor-widget-heading\" data-id=\"61b8f0e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u201cLa UBU est\u00e1 de Moda\u201d consolida su \u00e9xito como puente entre el comercio local y las nuevas generaciones<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7013aa96 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7013aa96\" data-element_type=\"section\" 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data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"3357644\" data-elementor-lightbox-title=\"3\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjQ1ODEsInVybCI6Imh0dHBzOlwvXC9mZWNidXJnb3MuY29tXC93cC1jb250ZW50XC91cGxvYWRzXC8yMDI2XC8wNlwvMy0xLnBuZyIsInNsaWRlc2hvdyI6IjMzNTc2NDQifQ%3D%3D\" href=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/3-1.png\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/3-1-768x1024.png\" class=\"attachment-medium_large size-medium_large\" alt=\"\" srcset=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/3-1-768x1024.png 768w, https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/3-1-225x300.png 225w, https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/3-1.png 1080w\" sizes=\"(max-width: 768px) 100vw, 768px\"><\/a>\n\t\t\t<\/div><\/figure><figure class=\"gallery-item\">\n\t\t\t<div class=\"gallery-icon portrait\">\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"3357644\" data-elementor-lightbox-title=\"2\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjQ1ODAsInVybCI6Imh0dHBzOlwvXC9mZWNidXJnb3MuY29tXC93cC1jb250ZW50XC91cGxvYWRzXC8yMDI2XC8wNlwvMi0xLnBuZyIsInNsaWRlc2hvdyI6IjMzNTc2NDQifQ%3D%3D\" href=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/2-1.png\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/2-1-768x1024.png\" class=\"attachment-medium_large size-medium_large\" alt=\"\" srcset=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/2-1-768x1024.png 768w, https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/2-1-225x300.png 225w, https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/2-1.png 1080w\" sizes=\"(max-width: 768px) 100vw, 768px\"><\/a>\n\t\t\t<\/div><\/figure><figure class=\"gallery-item\">\n\t\t\t<div class=\"gallery-icon portrait\">\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"3357644\" data-elementor-lightbox-title=\"4\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjQ1ODIsInVybCI6Imh0dHBzOlwvXC9mZWNidXJnb3MuY29tXC93cC1jb250ZW50XC91cGxvYWRzXC8yMDI2XC8wNlwvNC0xLnBuZyIsInNsaWRlc2hvdyI6IjMzNTc2NDQifQ%3D%3D\" href=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/4-1.png\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/4-1-768x1024.png\" class=\"attachment-medium_large size-medium_large\" alt=\"\" srcset=\"https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/4-1-768x1024.png 768w, https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/4-1-225x300.png 225w, https:\/\/fecburgos.com\/wp-content\/uploads\/2026\/06\/4-1.png 1080w\" sizes=\"(max-width: 768px) 100vw, 768px\"><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4d1ac01a\" data-id=\"4d1ac01a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33093679 elementor-widget elementor-widget-text-editor\" data-id=\"33093679\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La segunda edici\u00f3n de <strong>\u201cLa UBU est\u00e1 de Moda\u201d<\/strong> ha confirmado el potencial de una iniciativa que une comercio local, juventud y creatividad para acercar la moda burgalesa a nuevos p\u00fablicos. Impulsada por la Federaci\u00f3n de Empresarios de Comercio de Burgos (FEC), en colaboraci\u00f3n con la Universidad de Burgos (UBU) y con el apoyo del Ayuntamiento de Burgos, la campa\u00f1a ha vuelto a demostrar que el comercio de proximidad puede conectar con las nuevas generaciones a trav\u00e9s de formatos innovadores, actuales y adaptados a sus h\u00e1bitos de consumo.<\/p><p>El objetivo de esta actuaci\u00f3n ha sido acercar el comercio local de moda y complementos al p\u00fablico joven, un segmento que habitualmente orienta sus compras hacia grandes superficies o plataformas online. Para ello, la iniciativa ha combinado la creaci\u00f3n de Fashion Films promocionales con una gran novedad respecto a la edici\u00f3n anterior: la celebraci\u00f3n de un desfile de moda en la Universidad de Burgos protagonizado por estudiantes universitarios.<\/p><h4><strong>Comercio local, moda y talento joven<\/strong><\/h4><p>Los estudiantes participantes se convirtieron en los protagonistas de una campa\u00f1a que les permiti\u00f3 conocer de primera mano la oferta del comercio local, vestir las colecciones de temporada y formar parte de una experiencia vinculada a la moda, la comunicaci\u00f3n y la creatividad.<\/p><p>Los comercios participantes en esta segunda edici\u00f3n fueron <strong>Calzedonia, Chica del Sur, Diecinueve, Iccer Store, Lencer\u00eda Perla, Luca Barra, People&amp;Co, Sorella, Vesga Calzados y Tienda UBU<\/strong>, establecimientos que mostraron sus propuestas de primavera-verano a trav\u00e9s de los Fashion Films y del desfile celebrado en el entorno universitario.<\/p><p>La iniciativa permiti\u00f3 poner en valor la variedad, la calidad y la actualidad de la oferta comercial burgalesa en sectores como la moda, el calzado, los complementos y la lencer\u00eda, acerc\u00e1ndola a un p\u00fablico joven mediante formatos visuales y experiencias participativas.<\/p><p>Adem\u00e1s, la jornada volvi\u00f3 a poner de manifiesto la importancia de la colaboraci\u00f3n entre diferentes \u00e1mbitos de la ciudad. El alumnado de Peluquer\u00eda y Est\u00e9tica del IES Diego Mar\u00edn Aguilera fue el encargado de realizar los estilismos de peluquer\u00eda y maquillaje, contribuyendo al car\u00e1cter profesional del evento y enriqueciendo la experiencia formativa de todos los participantes.<\/p><p>La iniciativa tambi\u00e9n volvi\u00f3 a contar con la colaboraci\u00f3n de <strong>TvUBU<\/strong>, responsable de la producci\u00f3n de los Fashion Films que han protagonizado la campa\u00f1a. Gracias a su trabajo, los comercios participantes han podido disponer de piezas audiovisuales de calidad profesional que han servido para mostrar sus colecciones a trav\u00e9s de un formato din\u00e1mico, atractivo y especialmente adaptado a los canales de comunicaci\u00f3n utilizados por el p\u00fablico joven.<\/p><h4><strong>Una campa\u00f1a con un extraordinario alcance en redes sociales<\/strong><\/h4><p>Los Fashion Films generados durante la campa\u00f1a han conseguido una importante repercusi\u00f3n en redes sociales, ampliando notablemente la visibilidad de los comercios participantes entre el p\u00fablico joven.<\/p><p>Desde el lanzamiento de los v\u00eddeos y hasta la finalizaci\u00f3n del concurso de votaci\u00f3n, la campa\u00f1a acumul\u00f3 <strong>m\u00e1s de 58.000 visualizaciones y m\u00e1s de 5.000 \u201cme gusta\u201d<\/strong>, confirmando el inter\u00e9s despertado por esta propuesta.<\/p><p>Instagram concentr\u00f3 entre el 90 % y el 95 % del tr\u00e1fico generado, consolidando el formato v\u00eddeo y los contenidos audiovisuales como herramientas clave para conectar con las nuevas generaciones.<\/p><p>El concurso asociado a los Fashion Films, junto con la implicaci\u00f3n de los propios estudiantes y sus entornos, favoreci\u00f3 una amplia difusi\u00f3n org\u00e1nica de los contenidos, logrando que miles de j\u00f3venes descubrieran los comercios participantes y las colecciones presentadas durante la campa\u00f1a.<\/p><p>Todos los Fashion Films pueden visualizarse en las redes sociales de la Federaci\u00f3n de Empresarios de Comercio de Burgos y en el siguiente enlace.<\/p><p><a href=\"https:\/\/fecburgos.com\/index.php\/la-ubu-esta-de-moda-2026\">La UBU est\u00e1 de Moda 2026<\/a><\/p><h4><strong>Calzedonia obtiene el Fashion Film m\u00e1s votado<\/strong><\/h4><p>La fase final de la campa\u00f1a estuvo marcada por el concurso de votaci\u00f3n en redes sociales, donde la ciudadan\u00eda pudo apoyar a sus Fashion Films favoritos a trav\u00e9s de Instagram y Facebook.<\/p><p>El v\u00eddeo correspondiente a <strong>Calzedonia<\/strong> fue el que consigui\u00f3 un mayor respaldo, alcanzando un total de <strong>1.835 \u201cme gusta\u201d<\/strong> entre ambas plataformas.<\/p><p>Las estudiantes <strong>M\u00f3nica Rom\u00e1n, Olena Cherkun, Aitana Quintans y Jersy Lorena Guti\u00e9rrez<\/strong>, participantes en el Fashion Film ganador, recibir\u00e1n como premio un bono de compra de 60 euros para gastar en los establecimientos participantes, adem\u00e1s de entradas para disfrutar de espect\u00e1culos culturales en Burgos.<\/p><p><strong>Una apuesta por la innovaci\u00f3n y la visibilidad del comercio local<\/strong><\/p><p>M\u00e1s all\u00e1 de los resultados obtenidos en redes sociales, \u201cLa UBU est\u00e1 de Moda\u201d ha vuelto a demostrar la capacidad del comercio local para adaptarse a nuevos formatos de comunicaci\u00f3n y generar propuestas atractivas para diferentes p\u00fablicos.<\/p><p>La campa\u00f1a ha permitido a los establecimientos participantes disponer de material audiovisual profesional para reforzar su presencia digital, mejorar su visibilidad y conectar con potenciales clientes a trav\u00e9s de contenidos cercanos y actuales.<\/p><p>Desde la Federaci\u00f3n de Empresarios de Comercio de Burgos seguimos apostando por iniciativas que impulsen la modernizaci\u00f3n del sector, fomenten la colaboraci\u00f3n entre entidades y acerquen el comercio local a las nuevas generaciones.<\/p><p>\u201cLa UBU est\u00e1 de Moda\u201d se consolida as\u00ed como una actuaci\u00f3n estrat\u00e9gica que contribuye a fortalecer la imagen del comercio burgal\u00e9s, generar nuevas oportunidades de promoci\u00f3n y demostrar que el comercio de proximidad sigue siendo un elemento esencial para construir una ciudad m\u00e1s din\u00e1mica, atractiva y conectada con su ciudadan\u00eda.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1d731961 elementor-section-full_width elementor-section-stretched elementor-section-height-default elementor-section-height-default\" data-id=\"1d731961\" data-element_type=\"section\" data-e-type=\"section\" data-settings='{\"background_background\":\"classic\",\"stretch_section\":\"section-stretched\"}'>\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-238d8406\" data-id=\"238d8406\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3e5ee2cc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"3e5ee2cc\" data-element_type=\"section\" data-e-type=\"section\" data-settings='{\"background_background\":\"classic\"}'>\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-73906a7f\" data-id=\"73906a7f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e1fb706 elementor-widget elementor-widget-text-editor\" data-id=\"3e1fb706\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Encu\u00e9ntranos en Burgos<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2aa42d04 elementor-widget elementor-widget-html\" data-id=\"2aa42d04\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe frameborder=\"0\" scrolling=\"no\" marginheight=\"0\" marginwidth=\"0\" height=\"350\" src=\"https:\/\/maps.google.com\/maps?q=federaci%C3%B3n%20de%20comercio%20burgos&amp;t=m&amp;z=15&amp;output=embed&amp;iwloc=near\" aria-label=\"federaci\u00f3n de comercio burgos\"><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-93c1914\" data-id=\"93c1914\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element 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class=\"elementor-screen-only\">Youtube<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-youtube\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-7dd52f99\" data-id=\"7dd52f99\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e55901c elementor-widget elementor-widget-text-editor\" data-id=\"1e55901c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00daltimas Noticias<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31fa3e0 elementor-widget elementor-widget-html\" data-id=\"31fa3e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe title=\"Facebook\" src=\"https:\/\/www.facebook.com\/plugins\/page.php?href=https%3A%2F%2Fwww.facebook.com%2Ffederacioncomercioburgos%2F&amp;tabs=timeline&amp;width=340&amp;height=500&amp;small_header=true&amp;adapt_container_width=true&amp;hide_cover=false&amp;show_facepile=true&amp;appId\" width=\"340\" height=\"285\" style=\"border:none;overflow:hidden\" scrolling=\"no\" frameborder=\"0\" allowtransparency=\"true\" allow=\"encrypted-media\"><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-434649ec elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"434649ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div 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class=\"fab fa-linkedin\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-youtube elementor-repeater-item-5efe89b\" href=\"https:\/\/accounts.google.com\/v3\/signin\/identifier?continue=https%3A%2F%2Fwww.youtube.com%2Fsignin%3Faction_handle_signin%3Dtrue%26app%3Ddesktop%26hl%3Des%26next%3Dhttps%253A%252F%252Fwww.youtube.com%252F&amp;ec=65620&amp;hl=es&amp;ifkv=AdBytiON6D5IVIU1skWg3C2lmhg6cBzXR9PnYtGsN_JB2cZT58WcYBZBoBJqKRuIXTklpOEI1y1UbQ&amp;passive=true&amp;service=youtube&amp;uilel=3&amp;flowName=GlifWebSignIn&amp;flowEntry=ServiceLogin&amp;dsh=S874072251%3A1751971099594398\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Youtube<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab 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