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: 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: Bike to Work Week
Bike to Work Week
People For Bikes: Signature Ads
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: Logo Bike Stage
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.
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.
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.
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.
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.
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.
C+M Wins Two Judge’s Choice Awards at AIGA MN Design 2011
MINNEAPOLIS, May 12, 2011 - Colle+McVoy won two Judge’s Choice Awards and had seven pieces selected (tied for the most selected) at the AIGA Minnesota Design Show 2011. The awards, sponsored by AIGA Minnesota, highlight the region’s top work, submitted by creative professionals and students, and is judged by a panel of nationally recognized design professionals.
"This is incredible recognition since the Twin Cities design community features some of the most creative work in the nation," said Ed Bennett, design director, Colle+McVoy.
Colle+McVoy won two of four coveted Judge’s Choice Awards for the corporate identity for People for Bikes, the nation’s largest unified movement to improve bicycling, and for the Schwinn Bell Choir, a holiday campaign for Schwinn featuring eight festive people on bikes performing e-carols that helped get bikes and helmets to kids across the country.
The other five pieces selected into the show include the agency’s All Set Card Set, Caribou Coffee Globe/Donate/I Heart You out-of-home (OOH) campaign, Caribou Coffee Oven OOH, Schwinn Calendar and the mobile site for TakeMeFishing.org.
AIGA Minnesota supports the interests of professionals, educators and students who are engaged in the process of designing, regardless of where they are in the arc of their careers. Its mission is to advance designing as a professional craft, strategic tool and vital cultural force. It is one of the largest chapters in the AIGA, serving nearly 1,300 members in Minnesota and the upper Midwest.
C+M Partner Exponent PR Most Awarded at MN PRSA Classics
MINNEAPOLIS, April 1, 2011 - Exponent PR received 12 awards last night during the 33rd annual Minnesota PRSA Classics Awards, the most received by any agency or company. Sponsored by the Minnesota chapter of the Public Relations Society of America (PRSA), the awards celebrate the best public relations campaigns of 2010.
"It’s an honor to have our work recognized as some of the region’s best," said Tom Lindell, managing director, Exponent PR. "This recognition is a tribute to great client partners and their success."
Exponent PR received recognition for its work on behalf of a range of clients, including Bikes Belong, Caribou Coffee, CHS Inc., DuPont Crop Protection, General Mills, Nestlé Purina and Winfield Solutions. Following are the specific awards:
- Marketing Products (Established budget more than $75,000): "Time’s Up, Cupcake. It’s Time for Pie!" for General Mills
- Public Service (Business/Industry): "Pedaling to Mainstream" for Bikes Belong
- Special Events/Observances (Less than seven days): "Caribou Coffee Grows Hope with Amy’s Garden" for Caribou Coffee
- Institutional Programs (Business/Industry): "Amy’s Blend Brews Hope" for Caribou Coffee
- Creative Tactics: "Staying Awake for Success" for Caribou Coffee
- Web sites: "Linking Advocates to peopleforbikes.org" for Bikes Belong
- Speech Writing: "Paying Respect to Environmental Respect" for DuPont Crop Protection
- Feature Writing: "Follow These Steps to Improve Pasture Productivity" for DuPont Crop Protection
- Magazines: "’C’ the World Through CHS" for CHS Inc.
- Newsletters: "Nourishing Veterinary Know-how" for Nestlé Purina
- Media Kits (More than $15,000): "Larger Than Life Granola Thins Make Media Hungry for Nature Valley" for General Mills
- Brochures: "Winfield Solutions Proves Seeing Is Believing" for Winfield Solutions
Minnesota PRSA is the tenth-largest chapter of the PRSA, the world’s largest organization for public relations professionals, with nearly 32,000 professional and student members. Minnesota PRSA comprises more than 400 members who represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms, and nonprofit organizations.
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 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.