The Future of Mobile

Cannondale pushes LAB71 SuperSix EVO with multichannel campaign

David Murphy

Bike brand Cannondale has launched a multichannel campaign to promote the LAB71 SuperSix EVO, the first bike out of the LAB71 collection. Launched last month, LAB71 is Cannondale’s ultra-premium tier of products.

The campaign, created by The Corner, is rolling out across social, digital, print and POS. The main focus of the campaign is an 80-second film that showcases the bike’s low weight, aerodynamic features and speed.

“Fresh out of LAB71, and weighing in at just 6.8kg, their SuperSix EVO is Cannondale’s fastest, lightweight bike ever,” said Tom Ewart, Founder and Chief Creative Officer at The Corner comments. “Seeing is believing, It’s more than just a bike, it’s like a carbon sculpture, which reminded me of something Michelangelo once said about ‘David’: ‘I saw the angel in the marble and carved until I set him free.’”