CANNONDALE E-MTB PRODUCT LAUNCH
Moterra SL
Taking the bike industry's obsession with technical jargon a little less seriously.
A global launch campaign that gave the SL acronym a whole new meaning.
PARTNERS
WERIDE Portugal
Cut Media
Josh Bryceland
ROLE
Brand Strategy
Campaign Direction
Creative Direction
Less Jargon. More Riding.
Two little letters. A whole lot of fun.
01 — STRATEGY
Speaking the language of riders.
The bike industry loves an acronym. And a technical specification.
From watts and torque to endless product classifications, technical jargon often dominates the conversation. But that's not necessarily how riders talk about riding.
Moterra SL introduced a compelling proposition. Full-power electric mountain bike performance with the agility and handling of a lightweight trail bike.
The opportunity was to translate that engineering into something riders could connect with, balancing the excitement of the ride with the innovation behind it.
IDEA
What's all this SL about then?
OUTPUT
A playful, rider-first launch campaign that turned technical shorthand into a celebration of everything that makes mountain biking fun.
02 — THE CAMPAIGN
Soft Loam. Sweet Lines. Shred Longer.
In the bike industry, SL traditionally stands for Super Light. But two little letters offered a lot more creative potential.
From Sunset Laps to Seriously Lively, the campaign reimagined SL through the language of riding, giving the product name a collection of new meanings inspired by the moments that make mountain biking special.
Developed with Cut Media, the creative platform brought personality to the product, connecting its technical capabilities with the freedom, flow and fun of being out on the trail.
03 — THE LAUNCH
A global launch bringing together campaign films, photography, advertising and technical storytelling to introduce a new kind of electric mountain bike.
Alongside the playful campaign creative, dedicated technology stories explored the engineering behind Moterra SL. From its custom-tuned motor and battery system to Cannondale's innovative FlexPivot suspension, complex technology was translated into accessible, benefit-led content.
Supported by a media launch in Portugal, the campaign balanced serious product innovation with a healthy dose of personality.
A serious piece of engineering. A launch that didn't take itself too seriously.
CAMPAIGN CONTENT
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