“Bicycle accidents on Australian roads have increased dramatically, but what’s more alarming is the severity of head injuries incurred due to the use of inadequate safety helmets. Cycling Australia wanted to promote the importance of using an Australian Standards Approved helmet. The campaign we produced, showing vegetables shaped like brains, presented a pretty convincing argument.”

Agency: DDB, Australia.
Executive Creative Director: Matt Eastwood
Creative Director: Steve Back
Copywriter: Charlie Cook
Art Director: Simon Johnson
Photographer: Adam Taylor
Retoucher: Dennis Monk
Designer/typographer: Jason Young