MORVELO: Hand Down Project

MORVELO: Hand Down Project
12th August 2015 Merci Visual

Morvélo create distinctive and fashionable cycling apparel for every cyclist, combining style with practicality, to help everyone love cycling the way they do.

A CAMPAIGN TO ENGAGE CUSTOMERS


Once again we were asked by Morvelo, the cycle apparel brand, to create a campaign to engage their customers. Oliver Pepper at Morvelo came to us with a line from an interview with Vincenzo Nibali, the 2014 Tour de France winner.

 

Vincenzo is a prolific descender on mountain roads. He was quoted saying that while training in the mountains he loved to drag his hand along the road as he cornered. This reminded Oli of the picture of surf pioneer Larry Bertlemann, and he wanted to replicate it using bikes.
We decided to approach this as a content marketing campaign, to engage people over social media and via Morvelo’s blog. First we shot one of the Morvelo team riders, creating our version of the iconic Bertlemann image. The idea was to then encourage people to try and create their own ‘hand down’ shot, and upload it to Instagram, tagging Morvelo. The best would feature on the Morvelo website.
This campaign proved to be an adventure in itself, as we found it pretty challenging to recreate the Bertlemann hand down pose on a road bike. After many failed attempts we shot it on a Fat Bike and Cycle Cross bike… the road bike Bertleman quest continues.
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