The brief:

Endura sought to drive awareness of its advanced helmet technology. The challenge was to introduce four new cycle helmets with complex technology to a broader audience, overcoming its niche reputation and making an impact beyond the cycling community.

Our solution:

Collaborating with Endura, we decided to tackle this challenge head-on by transforming the serious topic of brain injuries into a compelling, mainstream narrative. By creating ‘Project Heid,’ a campaign that used real-life brain injuries and medical data to highlight the importance of helmet technology, we crafted a unique and engaging story. This approach not only resonated with the target audience but also set a new standard in the industry.

Creative execution:

• Campaign Concept: 'Project Heid' featured genuine brain injuries, CAT scans, and neurological notes, integrated into the design of Endura’s helmets. This bold move turned graphic medical data into a powerful design statement, in partnership with The Brain Charity.
• Product Design: Limited-edition helmets showcased real-life trauma data, with art direction handled in-house by W Studio and execution by Image Custom Design.
• Campaign Elements: A campaign film, featuring personal stories and expert commentary, complemented by impactful photography and media assets.