Bike helmets aren't exactly sexy items, but helmet brand Nutcase is hoping to at least make them fun.
In a straightforward series of print and out-of-home ads, helmets throughout history are featured protecting brains from all kinds of baddies. These include a lion trying to chomp into a Roman gladiator (above), a dragon going for a knight, a Samurai protecting himself from a ninja, and a deep-sea diver with an octopus wound around his head.
The accompanying bodies are super-tiny and riding bikes, tying back to the more modern (but no less harrowing!) use for helmets. The tagline reads, "Helmets. Protecting us since ever."
Nutcase has been around for about a decade, and sells graphically appealing helmets with magnetic buckles for both children and adults. The underlying selling point is that if helmets can't be subtle, they can at least be cute and quirky; mousing over the helmets on the website reveals copy that reads, "I love my brain."
The ads were created by agency The Community, which won a Grand Prix at Cannes in 2015 for another bike-related print campaign—for the city of Buenos Aires. The Nutcase work will launch in the U.S., Argentina and Brazil in English, Spanish and Portuguese.
Check out the variants below.
Marketing Manager: Meghan Sinnott
Senior Designer: David Kruger
Agency: The Community
Chief Creative Officer: Joaquín Mollá, José Mollá
Associate Creative Director: Fernando Reis, Marcelo Padoca
Art Director: Fernando Reis, Guilherme Nóbrega
Copywriter: Marcelo Padoca
Illustrator: Juan Bakea
Account Director: Mike Ridley
Account Executive: Alina Zuniga
Integrated Producer: Robert Hannau
Director Of Studio Services: Thomas Bolger
Manager of creative services: Maru Sokolowski