Cannes Lions

#helmethairstyle

SCHOLZ & FRIENDS, Berlin / GERMAN ROAD SAFETY COUNCIL / 2019

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Only 7% of women between the ages of 17 and 30 wear helmets while riding their bikes. The most common reason for this is sheer vanity or the fear of ruining their hair. To conquer this alarming statistic, we turned this fashion faux pas into a fashion statement: the #helmethairstyle.

The photo series shows models confidently rocking the dreaded helmet hair and calls for all women to wear it with pride, making it less of a must-do and more of a must-have.

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