The Lift Agency’s brand event for cycling champion Mark Cavendish included fast-paced projection mapping from Projection Advertising. Leading projection specialist Projection Advertising was involved in the launch of the Mark Cavendish brand logo, CVNDSH, assisting the project’s appointed creative agency, The Lift Agency, which developed the new brand logo and produced the brand’s launch event. The launch, which took place at the Icetank venue in London’s Covent Garden on 24 June, saw Projection Advertising beam a mapped projection on to a Specialized bike, suspended in mid-air, and on to the wall behind it. The bike had previously been ridden by Cavendish in some of the Giro D’Italia race stages. Incorporating design features from the bike and lots of footage of Mark Cavendish winning races, the projection mapping show made the bike look as if it was traveling fast. Finally, the new CVNDSH logo was revealed, featuring a green flash in recognition of the green Tour de France sprinter’s jersey won by Cavendish in 2011. The vowel-free Mark Cavendish logo was designed by The Lift Agency to signify the essence of speed, as Mark’s clear objective is to win as many green jerseys as possible – a single-minded pursuit of the colour green! The Lift Agency’s choice of Projection Advertising for this launch was based upon an equally clear objective to bring the event and the logo to life using projection mapping, which seamlessly incorporated the Specialized bike in the launch story. “Both The Lift Agency and Projection Advertising put a great deal of thought and hard work into how best to achieve this objective,” explains Antony Robinson, director, The Lift Agency. “Projection Advertising completely understood the brief and the need to tell a very strong story. As well as creating the perfect launch pad for the CVNDSH logo, the launch was an excellent promo for the bike, and Specialized are delighted. The projection mapping show made the bike appear even more special and engaging, and people queued to have their photo taken with it – an unexpected bonus!” “Mark Cavendish is described as the fastest man on two wheels,” explains Tom Burch, MD of Projection Advertising. “As his new brand is all about speed, we worked closely with The Lift Agency to put all our creative efforts into reflecting this in our projection show. The feedback we’ve had so far indicates that we’ve exceeded all expectations.” www.projectionadvertising.co.uk
