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2013
Chasing Speed Campaign
Easton-Bell Sports Incorporated
Creative Direction: Eli Atkins. Photography: John Phemister & David Smith
When the Giro Air Attack helmet was released it provoked all
different sorts of responses in the cycling community. While most people loved
the hi-tech aerodynamic driven design, a vocal few insisted that the visual
aesthetic left something to be desired. Some even went as far as to say the
helmet "looked like a skate helmet". The Giro creative team decided
to poke fun at these comments with an advertising campaign that put a
performance cyclist in the skate park and reminded consumers that the cutting-edge
Air Attack was no skate helmet.
The #CHASINGSPEED campaign used the images as a
visual hook to educate consumers about the product and create a buzz
surrounding the release. Within hours of launch the campaign went viral and was
featured across endemic media. In a few days the campaign had made the rounds
on social media and anticipation for the release of the product had risen to an
astounding level. When the Air Attack was released it was a huge success, and
the campaign was viewed as a crucial part of that win.



