People For Bikes: Bike to Work Week
Bike to Work Week
To celebrate National Bike to work week we created a series of posters as well as a shareable video that was featured on peopleforbikes.org homepage during the month of May.
People For Bikes: Logo Bike Stage
People love bikes. You know what they love almost as much? Talking about why they bike. So, we created this stage for bike events where people could proudly proclaim their love for two wheels.
People For Bikes: Bikes Make Life Better - Projection Art
We all know that when people ride bikes, life is better. In this short video, we bring this idea to life as riders trigger projectors throughout a city, transforming an urban environment into a vibrant, colorful world. A world made better, by bikes.
People For Bikes: Creating The Largest Bicycle Movement In The U.S.
Bikes Belong Branding
To achieve this goal, we created People for Bikes, a national movement to improve the future of biking. We started by developing a brand icon and design system that is joyous yet authoritative, nationalistic, personal and credible. The primary focus of our Web experience is to get cyclists, both casual and enthusiast, to raise their hands in support of a better future for bikes. The same look and feel that inspired our icon came to life on peopleforbikes.org. In addition to learning about bike-friendly initiatives taking place across the country, visitors are encouraged to sign our pledge and get others to do the same. Names collected will be used to lobby representatives in Washington, D.C., to create better and safer bike paths, lanes and trails. More than 225,000 riders have signed the People for Bikes pledge, making Bikes Belong the largest bicycle advocacy group in the United States.
Our work for People For Bikes was selected in AIGA's "365 | Design Effectiveness" exhibition at the AIGA National Design Center in NYC and featured in the September 17th, 2011 weekend edition of The Wall Street Journal. See the article>>
Bikes Belong is a nonprofit organization with one mission: Put more people on bikes, more often. Our charge was to help Bikes Belong create a safer, more bike-friendly world. In order to appeal to all different types of riders, we needed to create a brand with universal appeal. A brand that spoke to the hard core bike messenger crowd as well as the suburban family that enjoy bike rides for recreation and a little family bonding.
People For Bikes: Signature Ads
Used in bike-friendly publications and at events, this ad graphically depicts the importance of every signature.
People For Bikes: Logo Design
With more people riding bikes than ever before, the time for a national movement to improve bicycling was upon us. That led us to create an entirely new brand — People for Bikes. A movement to make our world a more bike-friendly place — to build more trails, paths and bike lanes, to make riding safer and more accessible for everyone.
In order for our campaign to succeed, we needed to speak, and appeal to, all different types of riders — something few other bike advocacy groups are doing. We created a clean and approachable logo and icon system and developed a tone that is accessible, fun and inviting to all who share a passion for being on two wheels. peopleforbikes.org »
People For Bikes: Brochure
A simple handout piece was designed to quickly get attention and inform people about the mission of peopleforbikes.org.
People For Bikes: Swag: Bottle + Bag
Swag: Bottle + Bag
Everyone loves swag. Especially cyclists. So we created a plethora of peopleforbikes.org gear to give away at events.
Bikes Belong: Client Profile
Bikes Belong, sponsored by the U.S. bicycling industry, has a goal of putting more people on bicycles more often. With nearly 400 members that include bicycle suppliers and retailers and a national movement called People For Bikes that is galvanizing Americans, the future for improving bicycling in America has never been brighter.
Schwinn: Bike It Forward Case Study
Bike It Forward
With spring approaching, we set our sights on National Bike Month in May. After all, if one brand could rightfully own the month, it’s Schwinn. We then created a campaign to celebrate 31 days of bicycling goodness. Bike It Forward let users spread the joy of May Bike Month by choosing a friend on Facebook to win a new Schwinn. To demonstrate the lineup, users could choose from all categories, including Urban, Hybrid, Road, Mountain, Cruiser and Kids. And to reward their kindness, if a friend won, they won a new bike, too. Banners, Facebook ads, a satellite media tour and social media mentions from the likes of Summer Sanders and Pee-wee Herman helped drive traffic to the experience. By the end of May, we had increased web traffic by 40% compared to May of the previous year, our Facebook fanbase grew by more than 3,000% and the campaign generated more than 500 million impressions. A joyous May Bike Month, indeed.
Red Wing Shoes: Biker Boot Campaign
Red Wing Biker Boots
Posers are easy to spot. And in motorcycle culture, they’re not treated too well. So when Red Wing decided to build a motorcycle boot after a hundred years of making work boots, the ads and the product had to hold their ground with guys who know the road.
Cannondale: Modernizing A Global Bike Brand
Cannondale Case Study
Communicate that Cannondale is The Perfect Ride. Knowing that the work needs to tell both a product and a brand story, we developed a brand system that could easily translate across mediums and continents. Our primary imagery and headlines are equal parts innovation and inspiration, capturing the best athletes in the world putting Cannondale bikes to the ultimate test. While the secondary images and language tout technological prowess in a way that reflects the attitudes of our audience. The system allows the same look and feel to extend beyond print ads to catalogs and interactive, giving Cannondale a unified, cohesive brand.
Since its earliest days, Cannondale has engineered premium products, redefining and reinventing the way bicycles are made. By creating industry-changing innovations through state-of-the-art design, Cannondale is globally recognized as a leader in product innovation. The challenge was to position the brand in a way that not only showcased its technological prowess, but also its rider-centric culture that crosses all cycling categories, around the globe.
Pedal Minnesota: Inspiring People To Explore The State By Bike
Pedal MN Case Study
Research shows that if people were inspired and made more comfortable with biking, they would do it more often. So we created Pedal Minnesota, a campaign that celebrates all the things that make biking in Minnesota so great. The campaign itself is built around a new slogan that rightfully declares Minnesota, “The Bike Friendly State.” This simple, memorable statement conveys many of the reasons why Minnesota is a great place to ride: accessibility, culture and inclusiveness.
To inspire and mobilize bikers we needed to make biking – and information about it – more accessible. PedalMN.com does just that. A biker-friendly website that serves as the ultimate go-to resource on biking in the state, PedalMN.com features an interactive map, lists of bike-related events, safety tips, trip-planning ideas and much more in one friendly, easy-to-use site. Other elements of the integrated campaign included online video, SEM and high-impact outdoor, including bus shelters that were converted to bike tune-up stations. Just launched in the summer of 2012, the campaign has already garnered media attention and rallied the support of six state agencies and a major corporate sponsor.
Minnesota is a great place to ride a bike. We have more bike commuters per capita and thousands of miles of paved and off-road trails. We have the largest bike share program in America. The state regularly appears at the top of “Best Places to Bike” lists. And our distinctive, rich and active bike culture is second to none. Despite this vibrant bike lifestyle, there are still those who are intimidated by the idea of throwing a leg over a saddle and going for a ride. Our challenge was to create a consumer campaign that would inspire and mobilize new or infrequent bikers to get out and ride more often, and create a hub for all things biking in the state.
Schwinn: Bell Choir Case Study
Schwinn Schwinn Bell Choir
Visit the site: archive.collemcvoy.com/schwinnbellchoir »
At the core of Schwinn’s DNA is joy, so instead of sending yet another sales message into the seasonal clutter, we created a new twist on an old holiday favorite. We assembled a team of Schwinn-riding carolers who played beloved holiday songs using custom-made, specially tuned Schwinn bike bells. We also built a site where people could exchange e-carols of the Bell Choir performing the songs. To extend the spirit of giving, Schwinn donated bikes and helmets to kids in need for each carol that was shared. The Schwinn Bell Choir has been recognized by the Webby Awards, AIGA and the FWA for its rich Web experience.
At SchwinnBellChoir.com, visitors were not only be able to listen to the Schwinn Bell Choir perform classic carols, they also had the opportunity to spread the joy by sharing e-carols with friends and family. Each song shared helped donate a Schwinn bike to a child in need during the holiday season.
Indian Motorcycle: Re-establishing America’s Oldest Motorcycle
Indian Case Study
Because the brand hadn’t been highly active in the motorcycle world for quite some time, we couldn’t just come out and claim that Indian Motorcycle was back. That’s how others had failed. We also knew we had to do a lot more than just push product. We had to reignite the passion for all that was, and lay the foundation for all that could be.
And so we began by creating the 2012 Bike Catalog, which was as much about the bikes themselves as it was about the renewed commitment to reestablishing the brand, and getting back to the original ideology of the company. To build momentum and get Indian dealers excited about the future, we also created in-store pieces to celebrate Indian Motorcycle’s 110th anniversary. Hangers, bike tags, apparel tags, radio spots, print ads, window clings and a special jacket stand were all made and sent to each dealer.
Most important, we laid the groundwork for all that will come from America’s first Motorcycle Company.
America’s first motorcycle company had been through some hard times ever since the original company went under in 1953. Since then, numerous attempts to keep the brand relevant had tried and failed. In April 2011, Polaris Industries Inc., America’s leading power sports company, purchased the legendary brand securing its future once and for all. Finally, Indian Motorcycle had what it needed most - the financial backing to become more than just a legend of old but a culturally relevant Motorcycle company building game-changing bikes made for the road ahead. Our task was to begin building confidence and relevance to set the stage for the future of Indian Motorcycle.
Get Out More: Stay Healthy, Creative And Productive
Spending time outdoors refreshes the soul, invigorates the spirit and reduces stress. For those very reasons, it should not be a surprise that the “Great Outdoors” has its very own month of June to inspire us to get outside, appreciate the environment and suck up all the healthy mind and body benefits it has to offer. But have you thought about spending time outdoors as a competitive advantage? The benefits of even 15 minutes outside can inspire thinking that is transformative for business.
Well over 100 studies of outdoor experiences in the wilderness and natural areas show that natural outdoor environments produce positive physiological and psychological responses in humans, including reduced stress and a general feeling of well being. According to a new study from Scotland published in The British Journal of Sports Medicine, “brain fatigue,” the mind being overwhelmed by the
constant noise and hectic demands of urban living, can be eased by simply walking a half-mile through a park. We don’t need a scientist to tell us that clearing the mind and invigorating the soul can inspire creative thinking.
But as a culture that works long hours and is enslaved by technology meant to keep us “always on,” how do we exactly take advantage of being outdoors during the energy-sapping, long workweeks? Here are ways that employers can encourage a culture that spends a portion of the day outside:
- Celebrate Great Outdoors Month and influence behaviors beyond June. Minneapolis ad agency Colle+McVoy is challenging the entire staff to take an “adult recess” each workday of the month or spend at least 15 minutes outside doing non-work related activities. We hope this becomes a behavior changing activity.
- Create a collective passion for getting outdoors by commemorating other related national movements like Bike Walk to Work Week. Host friendly, prize-incentivized competitions to see who bikes the most; compensate people for being active in their spare time through a company wellness fund; sponsor recreational sports teams among employees; create outdoor patios or seating areas; host a company picnic; create walking clubs.
- Lead by example. When a company’s C-suite is visibly partaking in the culture they are promoting — biking to work, taking runs over lunch, joining group workouts — others will follow.
- Give people the means to embrace the outdoors by providing a supportive infrastructure. Install bike racks, showers, lockers or other means that make it simple for employees to get outside and be active before or during the workday.
- Encourage employees to take their vacation days and get out into the great outdoors. Reimbursing the cost of a State or National park pass is a great way to support our parks. Supporting time off helps reinvigorate your most valuable asset – your people.
Encouraging people to do whatever they can, even during the workday, to stay healthy and be creatively inspired not only creates a happier culture, it’s well worth the investment since it affects the bottom line.
Indian Motorcycle: Choice is Coming Teaser Campaign
For the last half century, there has been only one option for bikers who want an American motorcycle with a rich, legendary history. As America's first motorcycle company, Indian Motorcycle is bringing choice back to the industry. This teaser campaign, created by Colle+McVoy, begins to set the stage for the worldwide reveal of the all-new Indian motorcycle later this year.
We Eat, Sleep and Silkscreen Cycling
Art Crank Posters
It’s no surprise we’re a culture of cyclists at Colle+McVoy. Our latest output comes from Aaron Purmort, Lindsey Aho and yours truly. We’re three of the 40 local artists in the sixth annual ArtCrank - a poster art show that celebrates cycling. I asked Aaron, a returning artist, and Lindsey, a first-timer, about their experiences going from idea to execution.
Mike: Lindsey, this is your first time participating in ArtCrank. What made you decide to throw your hat in the ring?
Lindsey: I've always wanted to participate, but somehow have managed to miss the entry date. Not this year.
Mike: How about you, Aaron? You’re a veteran. How are you feeling about this year?
Aaron: I think it's very exciting every year. It's by far the biggest showing of screen-printed posters under one roof in our city annually, and I love screen printing. Seeing what other people come up with is always the best part for me.
Mike: How did your arrive at your idea? What was the inspiration behind it?
L: I didn't want the focus to be on just one type of bike. I wanted everyone to be able to relate to my poster.
A: I did a lot of drawing by hand while I was on medical leave from work, and I think that has influenced my designs since coming back to work. I do a lot more sketching now, and I've always loved drawing type by hand, I just do it more now. When I visited my parents in Scottsdale, Arizona this winter, I went on a bike ride to see my grandparents, who live on the other side of the city. The paths and roads down there are amazing for biking, and it got me thinking a lot about how cities other than Minneapolis have really started encouraging and putting money toward biking for commuting and recreation. Also, I had been doodling the American flag a lot lately, so I knew I wanted to incorporate that into my poster design somehow.
Mike: Did your idea come to you right away or did you labor over it? What was your creation process?
L: It was actually the first visual I saw in my head. Making it, though, was laborious. I always start out in pencil. Draw, redraw, trace, erase and draw some more. Then I ink. And finally, I take it into the computer and work on it some more.
A: I labored over how to fit the flag into a poster about biking, and after a ton of pretty horrible ideas, I started seeing the stripes in the flag as something that could be bent and warped instead of just straight lines. That led to my final illustration. I then worked with a friend who runs Big Table Studio (a fantastic place for printing!) in St. Paul on the printing.
Mike: Are you an avid cyclist?
L: Like most, I have enjoyed riding a bike since I was little. It's something that will always be a part of my life.
A: I'm not hard-core enough to bike in wintertime, but I try getting out as much as I can. It's been a little hard getting going this spring on bike commuting to work, because I've been more tired than usual due to medications. I wish I biked more, and will start to soon. I just sold my car, so I hope that will force my hand more this year.
Mike: Knowing that nearly 3,000 people attended ArtCrank last year, were you nervous during the process?
L: Yes. I'm fairly decent at procrastinating. But I didn't this time, because I didn’t want to screw anything up. It's always nerve-racking to show your work, and I don't think I'll ever stop caring whether people like it or not.
A: I'm always a little nervous showing work, but it's not really a forum where you're judged on the finished piece. It's definitely more of a celebration and a party. Thinking about the show that way helped.
Mike: What's your twitter handle so people can absorb your infinite wisdom?
Mike: Are you going to the opening?
L: Heck yes.
A: Hell yes.
Mike: Me too. Can’t wait.
GT Bicycles: Catalog
GT Bicycles Catalog
GT Bicycles are built for riders who push their limits. Riders who time and again defy what is possible on two-wheels. For the 2012 GT Bicycles catalog we created a piece that not only features their full line of bikes, but one that highlights their tried-and-true technology while bringing to life the philosophy of the GT brand.
Schwinn: Client Profile
With over 100 years of cycling heritage, passion and expertise, Schwinn is the quintessential American brand. Its vast array of bicycles allows riders of all ages, abilities and locations to experience the joy of riding a bike.
Mongoose: Client Profile
Founded in 1974 in a So Cal garage, Mongoose has always been an innovator. Mongoose is built for riders by riders. That focus is what drives the innovation of new technologies and approaches to bike design. Mongoose bikes don’t just push the limits. They set new ones.
Indian Motorcycle: Client Profile
America's first motorcycle company, Indian Motorcycle, was recently purchased by Polaris Industries, Inc. in 2011 securing the storied brands long-term future. Representing all that is great about American motorcycling, Indian is ready and able to pick up right where it left off, creating game-changing bikes that will define the future of riding, again.
C+M Most Awarded Agency At The Show Second Year In A Row
MINNEAPOLIS, Nov. 17, 2010 - For the second year in a row, Colle+McVoy is the most awarded agency at The Show, this year’s Advertising Federation of Minnesota’s annual award show. The agency won 74 awards in total, including the most gold (14), silver (12), bronze (10) and merit awards (38). Work was accepted into every medium of the awards (design, print, radio, TV, digital, OOH, guerrilla, integrated), recognizing the agency’s truly integrated offering.
"As an agency, it’s very rewarding to see our drive for standout work pay off and be recognized alongside the best work in the community," said Mike Caguin, executive creative director, Colle+McVoy.
Colle+McVoy received awards for creative work for Caribou Coffee, Recreational Boating & Fishing Foundation, People For Bikes/Bikes Belong, Taubman Centers, Koala Ranch Wine, Minnesota State Lottery and more.
The Show is a widely recognized standard of excellence in the advertising industry. The awards honor the best work in advertising, design and interactive, as well as student work.
C+M Recognized With Bicycle Friendly Business Award
MINNEAPOLIS, Oct. 27, 2010 - The League of American Bicyclists has recognized Colle+McVoy as a Bronze Level Bicycle Friendly Business (BFB). As an award winner, Colle+McVoy is providing a more bicycle-friendly lifestyle for its employees and serves as an example for best practices and innovations in bicycle friendliness at the workplace.
"Colle+McVoy is making a difference for employees, clients and communities," said Bill Nesper, Director of the Bicycle Friendly America Program. "The agency promotes bicycling as a viable form of transportation and gives their employees choices and options that make biking to work easy and fun."
Colle+McVoy makes bicycling an easy option for transportation and provides amenities such as a locker and shower room for changing, in-office bike parking, direct access to hundreds of miles of bike trails and free bike repair gear. It also offers incentives such as an employee bicycle financing program.
"We are proud to be recognized for our efforts to make Colle+McVoy and the Twin Cities a more bike-friendly place," said Christine Fruechte, president and CEO, Colle+McVoy. "Part of our commitment to the outdoor recreation category is encouraging our employees to live the lifestyle. Supporting bicycling is a big part of this and allows us to promote something we love, as well as health and wellness. It’s a win for everyone."
The Bicycle Friendly Community and Bicycle Friendly Business programs are generously supported by program partners Bikes Belong and Trek Bicycle’s One World, Two Wheels Campaign.
C+M Named AOR For Dorel Recreational/Leisure Segment
MINNEAPOLIS, Oct. 26, 2010 - Today Colle+McVoy was named global advertising agency of record for Dorel Industries Inc.’s (TSX: DII.B, DII.A) Recreational/Leisure segment, a worldwide leader and innovator in high-end and enthusiast bicycles and sports apparel, including the Cannondale, Schwinn, GT, Mongoose, IronHorse and SUGOi brands. The agency will lead global strategic and creative development of integrated programs across all traditional and nontraditional mediums targeted to consumers, independent bike dealers, mass merchants and sporting goods retailers.
"As Dorel Recreational/Leisure grows, we need a best-in-class partner to help us continue to evolve and maintain the relevance of our iconic consumer brands," said Andrew Coccari, CMO Global Marketing, Dorel Recreational/Leisure segment. "Colle+McVoy’s passion for bicycling is evident in their work with groups like Bikes Belong. Their consumer-centric focus toward building beloved lifestyle brands is tried and true, and their appreciation for the dynamics and pace of this industry is unparalleled."
"Enthusiast lifestyles are a core focus and expertise of ours. It’s an honor to partner with Dorel Recreational/Leisure to advance the growth of its iconic brand portfolio," said Christine Fruechte, president and CEO, Colle+McVoy.
This substantial AOR assignment is the latest win by Colle+McVoy, which was also awarded new business recently from Old Navy, Mammoth Mountain Ski Resort, Medtronic Foundation, Explore Minnesota Tourism, Regis Corporation, General Mills, Land O’Lakes and Nestlé Purina.
C+M Receives O’Toole Award Recognition
MINNEAPOLIS, Sept. 21, 2010 - Colle+McVoy has received recognition in the prestigious O’Toole Awards program, known as one of the toughest advertising industry competitions. The agency has been recognized as a finalist in the Mid-Sized Agency of the Year category and is a two-time finalist in the O’TooleBox Category.
Established in 1991, The O’Toole is one of the most competitive and highly regarded award programs in advertising. Its purpose is to recognize those agencies that consistently set and maintain the very highest standards. To win, an agency must submit a body of stellar work for several different clients. Only 20 finalists in four categories were selected this year and awards will be announced in New York City on Sept. 27.
Colle+McVoy is one of four finalists in the Mid-Sized Agency of the Year. To enter, advertising agencies from all over the world had to submit five pieces of work for five separate brands.
In the O’TooleBox category, Colle+McVoy has been honored as a finalist twice (only six finalists are selected), for the rebranding of Caribou Coffee, the world’s second-largest coffee retailer, and developing the People for Bikes program, a first-of-its kind new brand and movement to make our world a more bike-friendly place. The O’TooleBox honors excellence in creative and original thinking for a body of work, for a single campaign idea across multiple contact points.
"We are all about creating standout, effective work for our clients," said Mike Caguin, executive creative director, Colle+McVoy. "To be recognized by the O’Toole awards as one of the best, most creative agencies in the country is an absolute honor and reflection of our strong client partnerships."
Proceeds from the O’Toole Awards are donated to the 4A’s Foundation, Inc. A primary goal of the Foundation is to award scholarships to multicultural students of the advertising arts. More information can be found at www.aaaa.org and www.otooleawards.com.