Dvorak, the Czech-based manufacturer of the SPIDER range of remote-controlled slope mowers, 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 by 250 meters 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 in Prague.
Using the professional film crew equipped with the latest drone technology, the video shows how this remarkable feat was accomplished. 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-meter image taking direction from the video producer.
Pavlina Novakova, international marketing manager at Dvorak, 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 Spider mowers.
“We realized that it would require professional help, so we contacted Cream, a creative communications agency, also based in Prague that, 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 remove 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.