Advertising for Vic Sports, the official distributor of Colnago bicycles in certain areas of Europe. Colnago is a prestigious high-end brand. With the CLX series, they tried to create a product for the enthusiast, the ones that are not professionals but still appreciate the refined materials. For them, Colnago is an aspirational brand. The challenge was to connect with that segment of the followers with a more affordable product and, at the same time, preserve the exclusivity of the brand.
Strategy, concept, design, copy, and programming: Narcís Mirandes
One year later, after positioning the product to the righ public, I went one step ahead. The emphasis here was the character, the personality of that product for that audience. Colnago CLX focus on a yournger audience were intensity, strengh were a vital component of the brand.
Estrategy, concept, design, copy and programming: Narcís Mirandes