Schwinn Bell Choir
Schwinn Bell Choir
Schwinn Bell Choir
Schwinn Bell Choir
Schwinn Bell Choir
Schwinn Bell Choir

Schwinn Bell Choir

Colle+McVoy, Minneapolis, Boulder, Colorado, 2010


Project brief: 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’s attention spans during the holidays.

Approach: Bikes and the holidays have gone together for decades, so combining classic holiday carols with the classic Schwinn bell was 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.

Effectiveness: 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 who couldn’t afford bikes otherwise received them for the holidays.

Juror Notes

Loved this. Playful. Simple idea but wonderfully surprising. Takes brand into sound design. Effective social-media tie-in. Very practical and engaging. Cause-driven. Made sense about the design objective; a good use of social-media design conveys this. Co-creative fun (make songs).

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Collections: AIGA 365: Design Effectiveness (2011)
Repository: Denver Art Museum
Discipline: Promotional design and advertising
Format: Animation, Promotion, Video


Design firm
Colle+McVoy, Minneapolis
Creative directors
Mike Caguin, Eric Husband
Art director
Nina Orezzoli
Interactive designers
Ben Clymer, Aaron Purmort
Production coordinator
Runner Runner
Micah Dahl, Josh Van Patter
John Neerland
Modern Music
Director of photography
Ryan Taylor
Ian Bearce, John Borchardt, Tiffany Hahnfeldt, JP McIntosh
Brian Slater
Nerdery Interactive Labs
Information architect
Harlo Petoske