The name of the initiative is a play on words in German, since it on the one hand means „helmet courage“ and on the other hand sounds like very common German name „Helmut“.
Brand: HelmMut
Category: Public interest
Agency: M&C Saatchi
AdditionalInfo: Ambient
Geo: Germany
HelmMut: Wounded
Advertising Agency: M&C Saatchi, Berlin, Germany
Creative Director: Bjoern Bremer
Art Director: Christin Betge
Copywriters: Katja Seydel, Hannah Scherber
Director: Kay Becker / HIMHIMHER Berlin
Photographer: Max Menge
Make-up: Juliane Polak
Published: September 2015
M&C Saatchi Berlin wants to contribute to more road safety in Germany, as well as putting the helmet debate back on the public agenda with a simple, but impressive initiative. In times, in which cycling is becoming increasingly popular while the number of sometimes deadly accidents is rising, the initiative #HelmMut (courage to wear a helmet) is calling on cyclers to have less vanity and more responsibility. The name of the initiative is a play on words in German, since it on the one hand means "helmet courage" and on the other hand sounds like very common German name Helmut".
The film shows cyclers happily strolling through the streets of Berlin-Mitte and only recognizable as accident victims on second sight. This is because professional make-up artists made the extras look heavily wounded. The goal was to capture the real reactions of the pedestrians. In short interviews, the shocked Berliners then state how they feel and if they were shaken up in regards to this issue.
The social awareness campaign aimed at Germany’s cyclers is supported by a call-to-action to share photos wearing a helmet using the #HelmMut, in order to ensure more visibility for the initiative.