We would launch the campaign on Instagram, bridging the gap between the fashion community and the cycling community by encouraging both groups to think of the Mode helmet as the safest option for your daily commute.

“A helmet as secure as your favorite pair of jeans.

Safe cycling shouldn’t mean dressing like a pro-athlete. The Mode Helmet from Specialized provides safety without sacrificing style. You’ll have a helmet to match with your go-to white button down or blue blazer through our range of neutral, universal colors.

Get it fully personalized through our various sizes, including a customizable helmet option. The hidden vents are fully integrated to create a sleek outer design that will keep you looking and feeling cool. The Virginia Polytechnic Institute’s Five-Star Helmet Rating means our helmet is not only gorgeous, but secure too.

Protect your head and your professional image with Specialized’s Mode helmet. It’s the premiere choice of commuters and fashion fanatics both on and off the road.”

We would also place an advertisement in magazines such as Vogue or Harper’s Bazaar, so that fashion fans would see our helmet through the eyes of their own world.

We would also use out-of-home media such as bus ads to reach cyclists on the move, bringing attention to our helmet during a time when commuters are most concerned with getting to work safely.

Our out-of-home media would also include billboards strategically placed along popular bike paths in urban areas, catching the eye of any commuter making their way to and from work.