February saw global bike brand Cannondale launched its new ultra-premium tier of performance products ‘LAB71’ through an integrated campaign called ‘Chasing Impossible’.
Creative agency The Corner London, in its first campaign for Cannondale, sought to showcase the brand’s never ending commitment to and drive for performance and innovation through ‘Chasing Impossible’ and to promote the LAB71 official launch on 1 March 2023.
The agency’s brief was to ensure that the LAB71 sub-brand ‘makes a big splash in the cycling world’ and ‘becomes synonymous with Cannondale’s umbrella pursuit of perfection’ and becomes established as ‘the height of cycling engineering, design and performance’.
Spanning social, digital, print and point-of-sale (POS), the campaign showcases LAB71 bikes across Cannondale’s high-performance road, gravel, mountain, and e-bike categories. The creative positions LAB71 as ‘Cannondale’s best, done better’ and all executions seek to driver viewers to learn more online at www.cannondale.com/lab71
The campaign was spearheaded by a hero film called ‘Chasing Impossible: This is LAB71 from Cannondale’ which rolled out from 15 February, 2023.
The dramatic sunset shot spot tells the brand story of how, 50 years ago, Cannondale became a high-performance cycling market leader: one which pushed materials, engineering, and technology to their limits and then reinvented them to push even farther. The company’s ethos is all about keeping innovating, challenging and questioning.
“Cannondale is the original innovator. And LAB71 is the pinnacle of that innovation. A lab, like its riders, obsessed with speed and performance. And that, essentially, was the brief from Rich: celebrate this shared passion. So we did,” explained The Corner Chief Creative Officer Tom Ewart. “‘Chasing Impossible’ is about finding the joy in the endless pursuit of better. Good is never good enough. The thrill is in the ride.”
Cannondale Chief Marketing Officer Richard Prenderville added: “As a brand, we attract riders who are looking for the best, and they have put their trust in us to provide them with products that deliver in premium quality, design, and performance across all categories. The LAB71 products are the best of the best from Cannondale. We knew that The Corner would deliver on a brand experience to inspire and draw people in. Chasing Impossible does that. It demonstrates that while LAB71 represents our chase for the impossible, we and our riders know that every finish line has a new start line.”
The team at agency The Corner London was led by Chief Creative Officer Tom Ewart, the photographer was Ben Ingham and production was handled by Visual Artists.
Comment
Founded in 1971, Cannondale has sought to position itself as a non-stop rule-breaking brand which focuses on game-changing innovations and this campaign follows on from the agency’s appointment in December, 2022 when it was first tasked with re-establishing Cannondale as the ‘original innovators’ in cycling and create cultural traction with an ever-growing and increasingly passionate audience.
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