Creatum’s innovative and youthful idea was ranked highest in the public procurement in which many Estonian leading agencies participated in. The campaign stars Tanel Leok, one of the best motocross riders in the world. Tanel Leok’s participation is his charity contribution to the campaign and he has scheduled a special trip from Italy for the time of the filming.
The campaign runs between April 25th and May 15th. The goal of the campaign is to advertise the fact that as of July 2011, bike helmet is mandatory for children under the age of 16 and that the helmet is a recommended protection asset for all other bicycle riders as well. The campaign should result in increased usage of helmets (+3..5%) and campaign awareness is expected to reach 70% of the population.