Spider Launches Global Social media campaign with giant mow-na Lisa
Pohled, Czech Republic (19 June 2017) Dvorak, the Czech-based manufacturer of the Spider range and our official distributor of remote-controlled slope mowers, has launched its first global social media campaign featuring a giant version of Leonardo da Vinci’s famous Mona Lisa portrait, mown on a hillside at Dolní Kalná in the Czech Republic.
The portrait, on a grass canvas measuring 200 metres x 250 metres with a gradient of 45 degrees, was created
over a period of three days: two days of detailed surveying and one day mowing, using the company’s Spider
1 and Spider 2 mowers. It was filmed by the creative motion picture and digital agency, Mustard, based
Using their professional film crew equipped with the latest drone technology, the video shows how this
remarkable feat was created. A scale drawing of the famous portrait was used to transfer reference points
to the hillside using laser surveying technology and then the skilled Spider operators, including the
company’s Managing Director, Lubomir Dvorak, mowed the 50,000 square metre image taking direction from
the video producer.
Pavlina Novakova, International Marketing Manager explained how the project was developed,
“We wanted to make a video to raise the profile of our product range and our company on a global stage.
The germ of an idea was put forward at one of our regular marketing meetings and was gradually developed
over a timescale of six months. We looked for an iconic image that would be recognized around the globe
and decided on Leonardo da Vinci’s most famous work. Not only was da Vinci a great artist, but he was
also an exceptional engineer. That connection dovetailed perfectly with the innovative technology in our
We realized that it would require professional help, so we contacted Cream, a creative communications
agency, also based in Prague who, along with Mustard, took the project forward.
“First, we had to find a suitable location, obtain permission from the landowner and then wait for the
perfect weather conditions. We did consider doing it close to a motorway, but this would have removed
the element of surprise for the campaign, as we were convinced many people would take photographs of the
completed image and post it on social media before the official launch.
“We are delighted with the finished video and are hoping it will go viral. So many people were involved
in the production and it was a great experience for all of us at Spider to be part of it.”
The completed video can be viewed right now.
About our distributor Dvorak:
The Dvorak - svahove sekacky Ltd. was founded on July 1, 2004 by Lubomír Dvořák. The patent protected
radio controlled Spider slope mower is the principal product of the company. The revolutionary design
of the Spider product range created a new sector into the groundscare market when introduced in 2004.
During the past 13 years the product portfolio has expanded and a sales network now covers over 40 countries
around the world.
Spider mowers can be used in multiple applications on golf courses; local authority open spaces; national,
regional and local parks; water and river management; roads, rail and highways; waste management sites,
airports and military installations; power generation utilities; vineyards and orchards; national heritage
sites; skiing and sport resorts; motor sport arenas and solar farms.
+420 494 590 100