By now, everyone in Greece understands the sunscreen message. The importance of wearing basic protective gear on a motorcycle? Less well grasped.
The Newtons Laboratory took a protective behaviour Greeks have incorporated and transferred it to a behaviour that needs to be. Scorching asphalt doesn’t just cause burns. It causes injuries, pain, surgeries, and scars that last a lifetime.
The agency used the power of classic “print” advertisement – an unignorable image accompanied by an unexpected truth – for its new work for R.S.I. (Road Safety Institute) Panos Mylonas.
Credits
Advertising Agency: The Newtons Laboratory
Client: R.S.I. Panos Mylonas
Creative Director: Giannis Sorotos
Art Director: Markella Plianthou
Copywriter: Dionysia Lampadariou
The Newtons Laboratory rider protectionThe Newtons Laboratory Road Safety Institute riderThe Newtons Laboratory RSI motorcycle rider safety
