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H-05-26. A head is not a coconut
| Agency | AnyBodyHome (MOV!E Communication group) |
| Creative head | Mike Perlovsky |
| Author of idea | Aleksandra Shusharina, Alla Botvich |
| Product | Basic safety rules when driving a scooter |
| Description | In January 2014 the entire AnyBodyHome! agency moved to work in Goa. In between the processing of clients’ briefs, brainstorms and generating new ideas, our guys traveled through the sunny Indian state and noticed that all Russian tourists go on scooters without helmets. It is leading to injuries that can be avoided by simple safety rules. The main problem is that everybody in Goa ride their scooters without helmets, and a scooter driver from Russia simply does not think that he needs a helmet, and that in case of an accident it may save his life. The solution: On a busy Ashwem street we initiated an action called "A head is not a coconut, ask for a helmet!" Every Russian tourist on scooter has received a coconut for free, with a painted face on it. The “autopsy” (splitting) of the head-coconut with Indian machete gave rise to necessary emotions. We illustrated what happens to a head, if you don’t use a helmet. Result: All scooter drivers had left with the understanding that a helmet was a necessary thing on the road. Coverage shares on Instagram related to the #goakokos hashtag totalled 600 people. The action’s budget – 1175 rupees or 10.5 euro. Close to the scooter’s renting points we’ve left posters, warning of the danger of riding without a helmet. But the most important result for us was the proof that social projects could and should be carried out anytime and anywhere. Where there’s a will, there’s a way! When you are on a scooter - wear a helmet! |
| Advertiser | AnyBodyHome! |
| Team members | Mike Perlovsky – Creative Director Ilia Chekalev – Strategic Director Aleksandra Shusharina, Alla Botvich – Idea Evgeniy Guseinov, Alla Botvich, Olga Azykina - Art directors Aleksandra Shusharina, Arakel Zatekyan, Luybov Layamkina – Copywriters Evgeniy Guseinov – Illustrator |
