Engaging Campaign for New Product Category Introduction

Developed the strategy for Scott Sports' launch of their first urban bike helmets, marking their entry into the urban biking market. The campaign aimed to create visually distinct assets that delivered a serious message in a playful way.

Scott Sports, well-known for its sport and performance cycling products, was relatively new to the urban cycling segment, particularly in equipment and accessories. When the company launched its new line of urban cycling helmets, the challenge was to engage a new target group in a crowded market with many similar products. A traditional product campaign wouldn’t stand out.  As the lead on the campaign, I proposed focusing the messaging on the safety benefits of wearing helmets while commuting or running errands in the city. The challenge was to communicate this serious message in an engaging way, avoiding a boring, conventional approach. After several iterative cycles with the creative agency, we developed an unconventional look and feel that achieved the campaign's goals. One of our key objectives was to build curiosity and create a memorable association between the Scott brand and urban cycling safety.