| Title | SAFEGUARD NOT SCARRED |
| Brand | BIKE SPORT WORLD |
| Product/Service | SAFETY |
| Category |
B03. Print & Publishing |
|
Entrant
|
HAVAS LIFE BIRD & SCHULTE Freiburg, GERMANY
|
|
Idea Creation
|
HAVAS LIFE BIRD & SCHULTE Freiburg, GERMANY
|
|
Post Production
|
ACOUSTIC MEDIA Freiburg, GERMANY
|
Credits
| Jeremy Bird |
Havas Life Bird & Schulte |
Executive Creative Director |
| Silke Ross |
Havas Life Bird & Schulte |
Creative Group Lead |
| Getty Images / Yuri Arcurs Getty Images / Yuri Arcurs |
Getty Images / Yuri Arcurs |
Photographer |
Tell the jury about the art direction.
Bicycle helmet campaigns in Germany tend to be of a positive nature. We decided to go the other way and show what it looks like if you refuse to wear a helmet for whatever reason. However, the neurological consequences can be far more fatal.