Schwinn Bell Choir

By Colle+McVoy

The Idea

In all honesty, there was no creative brief for this project. While working on another project for Schwinn, the creative team came up with an idea to promote Schwinn during the holidays and give bikes to kids in need. They presented it to the Schwinn team, who bought it enthusiastically. If there would have been a brief, it might have included something about creating a campaign that would stand out from the mountains of clutter clogging peopleﾒs attention spans during the holidays.

Delivery of Work

Bikes and the holidays have gone together for decades, so combining classic holiday carols with the classic Schwinn bell was a natural. In terms of execution, we created a full-screen online video site experience, so that viewers could see the Bell Choir actually playing the bells. We wanted it to feel as immersive as it was sharable.

The Results

Tens of thousands of people sent e-cards and more than $65,000 in bikes was raised for the Boys and Girls Club of America. The Schwinn Bell Choir was covered by hundreds of blogs and online news outlets. But most important, hundreds of children in need, who couldnﾒt afford bikes otherwise, received them for the holidays.

Credits

• Art Directors

  • Nina Orezzoli

• Copywriters

  • John Neerland

• Creative Directors

  • Eric Husband
  • Mike Caguin

• Developer

  • The Nerdery

• Interactive Designers

  • Aaron Purmort
  • Ben Clymer
  • Harlo Petoskey

• Production

  • John Borchardt
  • JP McIntosh
  • RunnerRunner

• Sound Designers

  • Modern Music

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34