Giro Sport Design

Beauty Campaign

To increase helmet sales in a flat category and drive traffic to its web site, Giro made an appeal to consumers on both emotional and rational levels: The ad addressed consumers' desire to wear a premium helmet and gave them a reason to justify their purchase. Sales increased 12% in a declining category, and daily web hits more than doubled.

Crispin Porter + Bogusky,
Miami
Creative Director:    Alex Bogusky
Art Director:           Tony Calcao
Copywriter:            Rob Strasberg
Photographer:        Laita