Title	#HELMETHAIRSTYLE
Brand	GERMAN ROAD SAFETY COUNCIL + THE FEDERAL MINISTRY OF TRANSPORT
Product/Service	BIKE SAFETY
Category	G07. Photography / Curation of Images
Entrant	SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation	SCHOLZ & FRIENDS Berlin, GERMANY
PR	FAKEPR Berlin, GERMANY

Name	Company	Position
Matthias Spaetgens	Scholz & Friends	Chief Creative Officer
Robert Krause	Scholz & Friends	Managing Creative Director
Michael Winterhagen	Scholz & Friends	Creative Director
Philipp Weber	Scholz & Friends	Creative Director
Tobias Morka	Scholz & Friends	Art Director
Chiara Astuti	Scholz & Friends	Art Director
Amadeus Fronk	Scholz & Friends	Art Director
Anke Zink	Scholz & Friends	Art Director
Susanne Peters	Scholz & Friends	Art Director
Jakob Cantz	Scholz & Friends	Copywriter
Alexandra Kinga Fekete	n/a	Photographer
Lars Cords	Scholz & Friends	Chief Content Officer
Michael Schulze	Scholz & Friends	Account Manager
Monika Sternol	Scholz & Friends	Account Manager
Christina Schoefisch	Scholz & Friends	Account Manager
n/a	Cosmopola	Production
Clare Langhammer	FakePR	PR Manager
n/a	metagate	Post Production
Ralf Schröder	Scholz & Friends	Art Director
Patrick Pichler	Scholz & Friends	Art Director
Felix John	Scholz & Friends	Copywriter

The Campaign

To conquer this alarming statistic, we turned this fashion fauxpas into a fashion statement: the #helmethairstyle.

Creative Execution

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.

Indication of how successful the outcome was in the market

#helmethairstyle calls for all women to wear it with pride, making it less of a must-do and more of a must-have.

The photo series shows models confidently rocking the dreaded helmet hair - thereby helping to set a life-saving trend.