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SOCIAL CAMPAIGN

Bell Built

Giving back to the mountain bike community





Role: Creative Director

Bell Helmets is the original action-sports helmet maker, established in 1954. Bell exists to inspire and enable the next generation of boundary breakers.


Background
Bell had just rebranded and was looking for ways to engage with the mountain bike community. They had decided to partnered with IMBA (International Mountain Bike Association) to award $100K in grants to three local communities for the creation of new trails. 

Challenge
Create and brand a program that helps connects Bell to local communities while building awareness and engagement for the grants to build trails in local communities.

Solution
We leveraged four Bell’s riders to promote and share their stories and thoughts on the program to build greater awareness. Asking the question, "How has local trail access enable you to develop your skills?" Creating three videos and an integrated campaign architecture that leveraged owned, earned, and paid media channels to get the word out.













We put together a four-day photo and video shoot that span from Laguna Beach CA. to Ashland OR. Capturing the riders and their stories.


The Social Campaign


A contest was held for communities to share their stories and bid for the grants. People got to vote for their favorite stories and cities to see who would win the awards.







Results
The results have brought Bell the attention of a highly engaged national mountain bike community and a program that continues to run yearly since its inception in 2013 with over six trails built nationally for the next generation of riders.