The 'Brave Peruke' Campaign Adorns Helmets with Luscious Locks
Alexander Lam — May 27, 2013 — Marketing
References: triboskate.globo & ibelieveinadv
In order to encourage skaters to wear safety equipment, Tribo Skate magazine created helmets with luscious locks of hair in a campaign called 'Brave Peruke.' Inspired by the saying that there's nothing better than "freedom and the wind in your hair," helmets with incredible hair were created and taken to skate parks in São Paulo. Riders who wore the helmet were featured doing tricks in an issue of Tribo Skate.
Developed by ad agency DDB Brazil, the slogan behind the campaign is "real freedom is to ride with a helmet." Drawing on that sentiment, famous skaters were interviewed espousing the benefits of safety equipment. Skating champions like Caco Ratos and Fabio Sleiman were captured wearing the helmets and promoting the use of safety gear.
Developed by ad agency DDB Brazil, the slogan behind the campaign is "real freedom is to ride with a helmet." Drawing on that sentiment, famous skaters were interviewed espousing the benefits of safety equipment. Skating champions like Caco Ratos and Fabio Sleiman were captured wearing the helmets and promoting the use of safety gear.
Trend Themes
1. Hair-adorned Safety Equipment - The 'Brave Peruke' campaign demonstrates the trend of incorporating hair-like elements into safety equipment, making it more visually appealing and encouraging usage.
2. Emphasizing Freedom and Safety - The campaign taps into the trend of emphasizing both the freedom and the importance of safety, creating a powerful and effective message.
3. Celebrity Endorsements for Safety Gear - The involvement of famous skaters in the campaign highlights the trend of leveraging celebrity endorsements to promote safety gear and increase its appeal.
Industry Implications
1. Sports Safety Equipment - The 'Brave Peruke' campaign presents an opportunity for sports safety equipment manufacturers to innovate by adding visually appealing features like hair to their products, making them more attractive to consumers.
2. Advertising and Marketing - The campaign highlights the potential disruption in the advertising and marketing industry by creating visually striking and impactful campaigns that effectively promote safety products.
3. Skateboarding and Extreme Sports - The 'Brave Peruke' campaign opens up opportunities for the skateboarding and extreme sports industry to further promote the importance of safety gear and create more engaging safety campaigns.
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