Creativity

What's Happening on This Crazy Road With No Rules?

French Brand Wed'ze Finds a New Way to Get You to Buy a Ski Helmet

By Alexandra Jardine. Published on Jan 20, 2017

Editor's Pick

A new spot from Decathlon's winter sports brand Wed'ze introduces the idea of a road with no rules, no speed limit, people stopping everywhere and uncontrolled manouevres at speed. Footage depictes a bunch of brightly-colored cars driving erratically at speed, often sliding dangerously towards each other and almost colliding. So where is this crazy, lethal highway?

The "reveal" is that this is exactly what happens on a ski slope -- as the cars turn into skiers wearing the same colors on their jackets. The point, to get skiers to consider wearing a helmet (something not so common among adults in Europe as it is in the U.S. According to a French opinion poll cited by Decathlon, two thirds of adults do not).

The spot, airing in France and internationally, was created by Rosapark and directed by David Bertram of Standard Films, who focused on minor details in order to accentuate the parallel between the two worlds -- the road surrounded by cloud to represent snow, the color and design of the cars deliberately designed to match the Wed'ze snow outfits and the smoky, tinted windows which mirror the brand's masks.

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About

Credits

Date
Jan 20, 2017
Agency:
Rosapark
Client:
Wed'ze

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