Bell Helmets · Campaign design

Bell Built:
Dig This.

A community campaign that created a single, recognizable call to action across a voting microsite, regional winner stories, social content, and paid media.

01 · Rally participation

Give the campaign a memorable center of gravity.

“Dig This” brings personality and momentum to a page that collects the program’s regional stories, winners, and ways to participate.

Bell Built launch email announcing 12 finalists, six weeks, and three winners — Bell Built launch email: a campaign introduction that established the participation timeline and regional voting model.

02 · Build momentum

Carry one campaign through every moment.

An email sequence turned the program’s changing status into a clear narrative: announce the finalists, invite regional participation, share the project details, and recognize the winners.

Bell Built finalist email featuring the Demo Flow Trail project and regional voting schedule

Bell Built West Coast voting email featuring regional project cards

Bell Built winners email featuring the three regional podium winners

03 · Localize the story

Make a national idea feel local.

Regional winner assets give the campaign a human, place-specific payoff while preserving the same photography, typography, and red-and-black visual language.

04 · Carry it across formats

Build one system that travels.

The campaign language scaled from a large experience to compact paid placements, making it recognizable in the moment while keeping the message direct.