BMVI - "Lale: Hairstyle"

Scholz & Friends Berlin GmbH

Scholz & Friends Berlin GmbH Berlin, Germany

Awards

5013

This ad is part of the ACT Responsible Collection

Brand: BMVI
Country: Germany

Advertiser: Bundesministerium für Verkehr und digitale Infrastruktur

Title	Lale: Hairstyle
Brief	Only 7% of women between 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 - 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.
Agency	Scholz & Friends Berlin GmbH
Campaign	Wear It With Pride
Advertiser	Bundesministerium für Verkehr und digitale Infrastruktur
Brand	BMVI
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Problem	Subscribers Only
Media Type	Magazine
Executive Creative Director	M....el Wi......gen Subscribers Only
Creative Director	P....pp W...r Subscribers Only
Copywriting	J...b C...z Subscribers Only
Photographer	Al.....ra K...a F...te Subscribers Only
Art Director	T...as M...a Subscribers Only
Art Director	C...ra A...ti Subscribers Only
Art Director	A....us F...k Subscribers Only
Art Director	S....ne P...rs Subscribers Only