Our challenge was to craft a compelling launch strategy for Lazer’s new urban helmet range, featuring their innovative Kineticore technology. They sought to build awareness and encourage helmet use, so we aimed to create a three-year plan with the slogan “Use Your Head.” Our mission was to convince people to prioritize safety and embrace wearing helmets in urban environments.
We sought a playful concept that perfectly captures the essence of Lazer’s new urban range. Our approach was disruptive, with a strikingly clean message and visual design. The minimalist aesthetics ensured the campaign stood out amidst the bustling urban environment, highlighting the simple yet crucial message. The composition’s isolation effectively conveyed the importance of avoiding the consequences of reckless cycling without violent imagery. This humorous approach was designed to resonate with urban riders and make helmet use feel both engaging and essential. Additionally, this campaign helps position Lazer as a streetwear brand, rather than being purely sport-oriented.
