It’s Your Head

Boeri | Print Advertising.  Remember when knit hats ruled the ski slopes and helmets were exclusively used by racers? Ski hats had pom poms, earflaps, floppy dongles, vintage 3-peak ridges, and came in every color. 

Boeri was a pioneer in some regards, daring enough to convince recreational skiers that helmets weren’t just for racing. Of course at the time, skiers weren’t conditioned to wear helmets nor see the need from a safety perspective. Shifting the paradigm was going to necessitate visual portraying the urgency of head protection – without showing any blood or ski patrol toboggans. 

The Creative Brief’s key takeaway: You only get one head – protect it like your life depended on it.

The eventual visuals in the consumer campaign succinctly portrayed situations where safety was without question. One could easily visualize what the results might otherwise be if it weren’t for the Boeri helmet. Skiers could definitely equate the scenarios to their alpine passion. The visuals speak for themselves. Enjoy.