The Corner London Chases the Impossible in Campaign for Cannondale Bikes

Creative agency, The Corner London, today announces its first campaign for global bike brand Cannondale ‘Chasing Impossible’, to launch the LAB71 ultra-premium product tier and showcase the brand’s drive for performance and innovation.

Since 1971, Cannondale’s non-stop rule-breaking and game-changing innovations – from kickstarting the aluminium revolution in the eighties; through wild, iconic road and mountain bikes; to crazy prototypes; to legendary athletes and teams – have constantly pushed the industry forward. LAB71 looks to continue this tradition.

Following the agency’s appointment in December, The Corner has been tasked with re-establishing Cannondale as the ‘original innovators’ in cycling and create cultural traction with an ever-growing and increasingly passionate audience.

Rolling out across social, digital, print and POS, LAB71 will make a big splash in the cycling world. The brand will become synonymous with Cannondale’s pursuit of perfection, the height of cycling engineering, design and performance.

LAB71 bicycles will be seen across Cannondale’s high-performance road, gravel, mountain, and e-bike categories. The first of these products will be seen on the 1st of March 2023.

Tom Ewart, founder and chief creative officer at The Corner comments: "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. ’Chasing Impossible’ is about finding the joy in the endless pursuit of better. Good is never good enough. The thrill is in the ride.

Richard Prenderville, chief marketing officer at Cannondale comments: “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.”