| Title | Sophie: Hairstyle |
| Agency |
Scholz & Friends Berlin GmbH
|
| Campaign |
Wear It With Pride
|
| Advertiser |
Bundesministerium für Verkehr und digitale Infrastruktur
|
| Brand |
BMVI
|
| Date of First Broadcast/Publication |
2017 / 10
|
| Business Sector | Road Safety
|
| Story | The photo series shows models confidently rocking the dreaded helmet hair - thereby helping to set a life-saving trend. In cooperation with leading fashion magazines like INDIE and Numéro, the #helmethairstyle is featured alongside the newest fashion collections, editorials and leading designers. #helmethairstyle calls for all women to wear it with pride, making it less of a must-do and more of a must-have. |
| Problem | Only 7% of women between the ages of 17 and 30 wear helmets while riding their bikes. The most common reason for this is sheer vanity or the fear of ruining their hair. To conquer this alarming statistic, we turned this fashion fauxpas into a fashion statement: the #helmethairstyle. |
| Media Type |
Magazine
|
| Executive Creative Director |
Michael Winterhagen
|
| Creative Director |
Philipp Weber
|
| Copywriting |
Jakob Cantz
|
| Photographer |
Alexandra Kinga Fekete
|
| Art Director |
Tobias Morka
|
| Art Director |
Chiara Astuti
|
| Art Director |
Amadeus Fronk
|
| Art Director |
Susanne Peters
|
