| 标题 | Sophie: Hairstyle |
| 广告公司 | Scholz & Friends Berlin GmbH |
| 广告战役 | Wear It With Pride |
| 广告主 | Bundesministerium für Verkehr und digitale Infrastruktur |
| 品牌 | BMVI |
| 首次发布日期 | 2017 / 10 |
| 行业领域 | 道路安全 |
| 剧情简介 | The photo series shows models confidently rocking the dreaded helmet hair - thereby helping to set a life-saving trend. In cooperation with leading fashion magazines like INDIE and Numéro, the #helmethairstyle is featured alongside the newest fashion collections, editorials and leading designers. #helmethairstyle calls for all women to wear it with pride, making it less of a must-do and more of a must-have. |
| 问题 | 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 fauxpas into a fashion statement: the #helmethairstyle. |
| 媒体类别 | 杂志 |
| 执行创意总监 | Michael Winterhagen |
| 创意总监 | Philipp Weber |
| Copywriting | Jakob Cantz |
| 摄影师 | Alexandra Kinga Fekete |
| 美术指导 | Tobias Morka |
| 美术指导 | Chiara Astuti |
| 美术指导 | Amadeus Fronk |
| 美术指导 | Susanne Peters |