Cannondale wanted an irreverent, “page-stopping” campaign for the launch of its Prophet mountain bike. Using pro biker Cedric Gracia as spokesperson, we created a biblical parody to extol the bike’s ‘heavenly’ engineering and exquisite ride. We hired illustrator Rob Day to create a classical painting which was used in various forms. The complete campaign consisted of print ads, dealer information booklet, consumer booklet, in-store life size cut-outs, and a microsite.