We decided to pay tribute to some of the most emblematic helmets in history, creating colorful characters and situations that conveyed the importance of the helmet in a lighthearted and fun way respecting the brand’s identity.

We developed four different characters facing four different enemies while riding their bikes. The tactile quality of the illustration borrows textures from the real world as a hint to the real dangers for cyclists.

To make the helmets the central piece of the illustration, we played with the head proportions, as if the characters’ heads were giant, fragile targets protected by their colorful and functional helmets. 

We gave the whole thing a washed-out look to not just tone down the colors a bit, but to help convey the “historical” feel of the situations.

We then turned these illustrations into posters and magazine ads.

By respecting the brand’s identity and delivering something brand fans and bike enthusiasts got excited about, we managed to raise the brand awareness by 21% within that group.

Bike enthusiasts and brand fans know that Nutcase isn’t your average helmet brand. Their helmets are as much of fashion statement as they are a protection – colorful, fun, unexpected. Their helmets are not only protection but also a fashion statement: Colorful. Fun. Unexpected.

So it only made sense to do the same with its communication: Walk away from the scare-tactic strategy of getting people to wear helmets, and find a creative, fun way to do so.

Because let’s be honest: you can’t get people excited about cool designs if you scare them with some bad, bloody accidents.

Nutcase isn’t your average helmet brand. Their helmets meld functionality with super sleek, fun and cool designs to make them more exciting to wear.

The challenge was to translate that brand DNA to its communication: Walk away from the scare-tactic strategy of getting people to wear helmets and find a creative, fun way to do so.