The mail helmet

Agency Network: 
April 2014
Smart:  The mail helmet
Smart Direct Ad -  The mail helmet


Smart® brand is all about innovation, design and environmental friendly transport solutions. That’s why, to introduce the brand new ebike from Smart® to the cycling enthusiasts, we designed a flat mailing made from recycled cardboard that can be assembled easily to build an ecological and unique bike helmet: a smart helmet for a smart bike.

Direct advertisement created by BBDO, Mexico for Smart, within the category: Automotive.

Advertising Agency: BBDO Mexico
Creative Director: Luis Ribo
Head of Art: Sindo Ingelmo
Art Director / Copywriter: Gabriel Martinez
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damnson's picture

Who will wear that???

Activity Score 11517
Copywriter |

An axe murderer of ads.

Pityio's picture

And after a crash, your head becomes french fries.

ahrimanpob's picture

It's a great idea {and an #ÓSOM direct mail piece} if the point was to capitalize on "innovation" and "environmentally friendly". One would hope it includes a disclaimer clearly stating the helmet is not meant for use and only as a promotional piece. Very clever indeed.

Activity Score 100
Creative Director at Ideómanos Publicidad
kleenex's picture

I agree.

Activity Score 58777
Web Designer/Developer
newblake's picture

Actually, I read a few articles last year about the industrial designer who was developing the concept. But…first off I think they should actually give credit to the designer who has tested and developed a real cardboard helmet, instead of ripping it off and making it seem like this was all their idea.

The designer made a simple statement that's key to crash survival "Cardboard crumples — and that's a good thing". This crumple philosophy is seen in many high performance vehicles as well as you're average cars.

Industrial designer Anirudha Surabhi created the Kranium bike helmet following a cycling accident that left him with concussion

Activity Score 49
Art Director
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