Credits:
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title:
FRAGILE EGGS
Advertiser/Client: SUVA ACCIDENT PREVENTION
Product/Service: ACCIDENT PREVENTION
Entrant Company, City: RUF LANZ, Zurich
Country: SWITZERLAND
Media/Advertising Agency, City: RUF LANZ, Zurich
Country: SWITZERLAND
Credit Details:
| Name |
Position |
Company |
| Markus Ruf |
Creative Director |
Ruf Lanz |
| Danielle Lanz |
Creative Director |
Ruf Lanz |
| Grit Wolany |
Art Director |
Ruf Lanz |
| Nicole Glaus |
Copywriter |
Ruf Lanz |
| Susan Huber-Brun |
Client Supervision |
Suva Accident Prevention |
| Ueli Moser |
Client Supervision |
Suva Accident Prevention |
Innovative Media Strategy:
Fragile eggs promote wearing a bicycle helmet. The Swiss accident insurance fund is promoting the use of bicycle helmets. This is not compulsory in Switzerland. The start of the cycling season in spring coincides with Easter. Painted eggs are exchanged at Easter in Switzerland. This tradition was exploited in an unexpected way. 200,000 real eggs were used as advertising materials for this campaign.
Creative Execution:
A human face was printed onto the 200,000 real eggs in an elaborate printing process. The following message could be read on the reverse: "Your head is fragile. Wear a bicycle helmet."
Target Audience:
The target audience was cyclists in the big Swiss cities. This target audience was particularly easy to reach during the Easter period, because many cyclists made use of the free time over Easter to go for a ride. The 200,000 eggs were deliberately handed out to cyclists who were not wearing helmets. Wastage: 0%.
Effectiveness:
The surprising analogy caused the cyclists to stop and think. The quota of people wearing bicycle helmets in Switzerland reached a record in 2007: from 30% to 39%. An increase of + 9%. The increase in previous years was + 1% to 1.5%.
