MANILA, JULY 29, 2012 – Publicis JimenezBasic and multi-brand motorcycle dealer Motortrade created an out of home advertising campaign ‘Tigas-ulo’ (hardheaded) as a warning for motorcycle riders.
The campaign was made to support of Republic Act 10054, a law that requires all motorcycle riders to wear standard protective helmets while driving. The ad literally and creatively shaped a man’s head to look like a helmet.
John Sacro, creative director of the Motortrade campaign, said: "Compliance to the Motorcycle Helmet Act is still a nagging problem. In fact, according to the Department of Transportation and Communications, just last year, 9 out of 10 dead-on-arrival motorcycle riders were not wearing helmets at the time of accident. So how do we get into the thick skulls of bull-headed riders? Why don’t we shape their heads into actual helmets and see how safe they feel riding with that?"
The series of print ads and posters were released early last week and are expected to bring positive results.
Creatives: Alex Castro, Jess Villaruel, Gian Mawo, Martin Sarmenta, John Sacro
Accounts: Myles Naguit, Anna Domingo
Photographer: Wesley Villarica
Makeup Artist: Jen Delica
