Decathlon And Rosapark Get Their Heads Together in New Safety Campaign

Wed’ze, Decathlon's winter sports' brand, is highlighting its commitment to its clients' safety in a new campaign, created by agency Rosapark, which stresses the risks of the perils of ski slopes and reinforces the message that you should "Wear a Helmet". 

To communicate this idea, the brand Wed’ze began with a basic concept that all skiers and snowboarders should keep in mind: when it comes to the slopes, safety doesn’t just depend on our own actions, it depends on those of others, actions we can’t always predict. With this notion as a starting point, Decathlon decided to speak out about the importance of wearing a helmet as, while 97% of those 10 and under wear a helmet, 2/3 of skiers overall* neglect to do so. In order to raise awareness amongst winter sports fans about the importance of protecting themselves, Decathlon and Wed’ze are relaying the simple message « Wear a Helmet ».

In its new film, the brand and agency Rosapark invite the spectator into a surreal scenario, a closed course where cars are driving erratically, defying every rule of the road: flying by as they pass along the right, fishtailing, doing donuts, screeching to a halt…

Watching these frenetic scenes, the spectator sees how unacceptable the absurd drivers’ actions are before the film cuts to the slopes where viewers realize the same scenario is possible as skiers perform the exact same manoeuvers.

Yet, the power of the film, directed by David Bertram (Standard Films), isn’t just carried out through the message; it’s executed via artistic direction, a feat created by the agency and director who meticulously conceived a universe that’s both surreal and esthetically pleasing. In order to accentuate the parallel between the course and the skiing universe, the decoration and design of the cars was planned to the very last detail: the road surrounded by clouds, the color of the cars deliberately designed to match the Wed’ze outfits, with smoky, tinted windows to mirror the brand’s masks…

The film has started airing in France and internationally with 20 second and 30 second spots starting Jan. 20 and a 45 second version is available online and via the brand’s social media channels.