is a Swedish company that has gained attention in the extreme sports world for being both the Volvo of engineering and the Lamborghini of design. This campaign is designed to break the barrier between being safe and looking cool.
to something traditionally considered boring is a good way to rebrand an idea. Old Spice did this with deodorant, so it could easily work for safety gear as well. POC is in a good position to follow this model.
Art direction, design, copy, and concept by Rahul Noronha.