For this holiday campaign, we assembled the world's first bicycle bell choir.
Called the Schwinn Bell Choir, they played 3 different holiday classics: Jingle Bells, Deck the Halls and Auld Lang Syne. Each of the songs (with no artificial sound design whatsoever) could be sent to friends via email or facebook. And the best part – the more carols sent, the more bikes Schwinn would donate to children in need.
Here's some of the attention we received right away, which helped build excitement:
The Schwinn Bell Choir has been recognized by the AIGA awards, as well as nominated for a 2011 Webby Award.
To watch how we built the bells, click here.
