Bell, the telecom sponsor for the Vancouver 2010 Winter Olympics, is using a Cowbell application for smart phones to build support for athletes in the games. The traditional cow bell is used to encourage cross country and alpine skiiers, so it made sense to develop a digital cow bell for the Olympics. The word was spread initially through sending SMS messages to 50,000 customers, inviting them to text back for a free download, or download the app at www.bell.ca/cowbell. The digital campaign goes together with 20,000 real cow bells being handed out in Vancouver.
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The Bell Cow Bell campaign was developed at Zulu Alpha Kilo, Toronto, by creative directors Joseph Bonnici and Zamk Mroueh, copywriter Lorne Covant, copywriter George Ault, art director Jeremiah McNama, art director Marketa Krivy, art directors Simon Au and Mark Francolini, designers Mooren Bofill and Grant Cleland, producer Camielle Clark, interactive designer Jason Hatcher, web page developers Teehan and Lax.
Post production was done at AXYZ FX, Toronto. Music and sound were designed by Chris Tate.