Brief

Since studies indicate that 85% of cycling accidents lead to head injuries, with men being the majority, Hjärnfonden (a non profit organization that funds research on the brain) wants to encourage them to wear bike helmets.

Idea

While men think bike helmets are lame, due to society’s norms, cars are not. So we cropped a helmet and showcased it as a car campaign to get their attention.

Isa Landström (AD) Matilda Persson (CW)