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Early this summer, our hometown of Knoxville, TN was up for a $100,000 trail building grant sponsored by Bell Helmets. There were nine cities in contention, but only one would walk away with the prize, which was to be determined by an online vote. Dave's friends in the Appalachian Mountain Bike Club (AMBC) reached out to {f/t} early on to see if we'd be willing to help with the overall branding campaign, and we jumped right in.

Anyone who knows mountain bikers knows they're not a very serious group, and we had a ton of fun making a couple of absolutely ridiculous videos. No budget, no fancy toys, no real guidelines...just doing it for the love of the game, down and dirty. And it worked. The #downtowndownhill hashtag spread faster than anyone could have ever predicted, the Save Shaggy video ended up with nearly 50,000 views across social platforms, and our Stop the Suffering video was picked up by a major cycling blog, garnering 35,000 views on its own. In the end, Knoxville absolutely crushed the competition, besting the 2nd place city by over 10,000 votes...looks like we're gonna have an incredible double black diamond trail here in a few months. 

It was a massive campaign that had a ton of support from a whole bunch of different talented, creative, and dedicated people and we're very proud to have been a part of it. See ya out there.