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Safer cycling with Hövding

Hövding is the airbag for cyclists, a revolutionary safety device which is far more protective than any traditional helmet. But at a high price point, this new technology needed more than just product placement PR to get people to purchase it.

The brief >

Demonstrate that the Hövding airbag is far safer than any cycling helmet.

How we made positive change >

Our campaigns built trust in the Hövding technology, utilised professional urban cyclists - cycling couriers - and demonstrated why airbags are better than traditional helmets.


Annual sales from less than 100 to more than 10,000 in two years.

Opened up new retail markets & developed commercial partnerships.


178 million consumers.


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