Fragile eggs advertise for wearing a bicycle helmet.The brief: The Swiss accident insurance fund is promoting the use of bicycle helmets. This is not compulsory in Switzerland. As a result, many people suffer terrible head injuries in cycling accidents every year. The intention of the campaign was to show how fragile the human head is.

The solution: The start of the cycling season in spring coincides with Easter. Painted eggs are exchanged at Easter in Switzerland. This tradition was exploited in an unexpected way. A human face was printed onto 200,000 real eggs. The eggs were deliberately handed out to cyclists who were riding without helmets. Wastage: 0%.

The results: The surprising analogy caused the cyclists to stop and think. Teachers even incorporated the eggs in their lessons. The quota of people wearing bicycle helmets in Switzerland reached a record in 2007: from 30 % to 39 %. An increase of + 9 %. (source: Swiss Council for Accident Prevention.) The increase in previous years was + 1% to 1.5%.