Title	HELMET HAIR
Brand	THE HELMET HAIR COMPANY
Product/Service	HELMET HAIR
Category	A01. Innovative Technology
Entrant	NORD DDB Stockholm, SWEDEN
Idea Creation	NORD DDB Stockholm, SWEDEN

Name	Company	Position
Simon Higby	NORD DDB Stockholm	Art Director
Clara Prior Knock	NORD DDB Stockholm	Helmet Hair Founder
Elin Jansson	NORD DDB Stockholm	Brand Identity/Packaging design
Andreas Johansson	NORD DDB Stockholm	Brand Identity/Packaging design
Simon Higby	NORD DDB Stockholm	Brand Identity/Packaging design
Clara Prior Knock	NORD DDB Stockholm	Brand Identity/Packaging design
Anna Lisspers	NORD DDB Stockholm	Brand Identity/Packaging design
Erik Hagman	HOUSE Agency	Film production
Tomas Wall	HOUSE Agency	Film production
Haris Badic	HOUSE Agency	Film production
Andreas Dahlqvist	NORD DDB Stockholm	CCO
Roger Davis	NORD DDB Stockholm	Working Prototype

Why is this work relevant for Innovation?

This project is the definition on innovation on many levels. We didn't make an advertising campaign aimed at getting kids to wear helmets, we invented a whole new brand. Launched it with pretty much no money and allowed the power of the web to play its part. We essentially launched an idea to World and let them decide if they wanted it - a World that includes a global manufacturer who we working with to roll this out. Using the web as real time testing and as a sales pitch to potential suppliers is something that has proven really powerful.

Background

We believe this project is the definition on innovation on many levels. We didn't make an advertising campaign aimed at getting kids to wear helmets, we invented a whole new brand. Launched it with pretty much no money and allowed the power of the web to play its part. We essentially launched an idea to World and let them decide if they wanted it - a World that includes a global manufacturer who we working with to roll this out. Using the web as real time testing and as a sales pitch to potential suppliers is something that has proven really powerful.

Describe the idea

Helmet hair is a whole new brand that aims to have more kids wear their safety gear by making it fun. Research showed us that kids don't wear their bike helmets because they are not cool and often kids can be bullied for doing so. So helmet hair takes care of both problems. By making helmets fun to wear we hope more kids will wear one and less will bully those that do. Our intention is to use any profits to help support safety initiatives but also to create new designs. Some of which you can see in the case film and on the Helmet Hair website.

What were the key dates in the development process?

Initial soft launch via linked in of all places: Oct 2016. Work on viable prototype: Jan 2017. Delivery of finished product, brand design, logo, packaging: Nov 2017 - Jan 2018 Helmet Hair officially founded: Feb 2018.

Describe the innovation/technology

Helmet Hair is a fully safety tested product made by one of the World largest factories. The shell is vacuum formed with injected polystyrene forming the safety padding with a classic adjustable chinstrap. It is made using the same material as regular helmets and is ready to roll out. We are in advanced negotiations on exclusivity rights for UK outlets.

Describe the expectations/outcome

We hope that Helmet Hair will prove to be a long term and sustainable child safety business. Funding and producing new designs that help get ALL kids to wear a bike helmet. Start up funding has been around 70 thousand pounds so far. We anticipate that future funding will come from sales and see no reason why this should not develop into a global company. But first things first, we need to see it working in a few markets.