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To remind winter sports enthusiasts to don the client’s protective helmets, Mullen employs humor in its first branding campaign for Boeri USA.
Advertising, appearing through the end of the year in publications such as Skiing and Snowboard Life, explores what would happen if objects had heads and wore Boeri helmets. The effort is tagged, “It’s your head.” Billings are undisclosed.
One ad features four chocolate rabbits. Three have their heads bitten off, but not the one wearing a helmet.
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