CANNONDALE BRAND CAMPAIGN
Celebrating the everyday heroes of cycling. A brand campaign positioning Cannondale Mavaro as the e-bike for those who ride through it all, whatever the weather.
PARTNERS
Cut Media
Agata Urbanska
ROLE
Brand Strategy
Campaign Direction
Creative Direction
EVERYDAY HEROES
For the riders who ride anyway.
01 — STRATEGY
Making the everyday extraordinary.
Urban cycling isn't always sunshine and open roads.
For everyday commuters, it's early mornings, unpredictable weather and the determination to keep moving.
The opportunity was to make Mavaro stand for more than practical transportation. To build an emotional connection with the riders who choose two wheels, day after day.
IDEA
Here's to those who ride anyway.
OUTPUT
A characterful brand campaign brought to life through humour, storytelling and a distinctly rider-first perspective.
02 — THE CAMPAIGN
Four seasons. One very brave rider.
Working with Cut Media, we brought Cheers to the Brave to life through a playful film that put Mavaro's all-weather capabilities to the ultimate test.
Inspired by news reporters battling extreme conditions, we took one rider through four seasons of increasingly ridiculous weather.
Breaking the fourth wall, blending practical effects with humour, and turning everyday product benefits into an entertaining story.
03 — THE LAUNCH
A global product launch that brought together film, photography and digital storytelling, introducing the new Mavaro with a distinctly human point of view.
Alongside the hero film, campaign photography by Agata Urbanska and supporting editorial content extended the story, connecting Mavaro's technical capabilities with the everyday realities of urban cycling.
The result was a product campaign with personality. One that made the benefits memorable, while celebrating the people who ride whatever the weather.
CAMPAIGN CREATIVE
01 / 04
BRAND DIRECTION / 2025
FlyingV↗
IDENTITY SYSTEM / PREVIEW
Go:Easy ↗
CAMPAIGN WORK / PREVIEW
One Ride Away↗
MORE SELECTED WORK