11.19.07

Giro Helmets print ad

Print Ads, Business

Crispin Porter + Bogusky (Boulder, CO) created a print campaign around the launch of the Ionos helmet (Giro's top of the line road cycling helmet). When it came to the concept, the product name played a big part: Ionos, short for ionosphere, is one level above the atmosphere; the helmet was named such because it's not only incredibly light, it's also radically ventilated. The result: Play with air. The campaign (with three executions: parachutes, hot air balloons and hang gliders) is based on the design of the helmet, but includes nods to its unique product features.

Mel Kreilein/Mark Taylor, art directors; Amir Farhang, writer; Evan Fry, associate creative director; Alex Bogusky, chief creative officer; Toby Penderson, photographer; Chris Olsen/Richard Hamm, print producers.

www.cpbgroup.comwww.giro.comwww.cpbgroup.com