These Adorable Print Ads for Nutcase Helmets Show Protective Headgear Through Time

Love your brain like these folks did

Headshot of Angela Natividad

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.


Client: Nutcase

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

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@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.