Life Flashes by in This Dramatic Film for a Swedish Bike Helmet Innovation

The global launch of the third generation Hövding head protection has launched with a new film dramatising a possible near-death-experience. The campaign is running in 17 markets.

The film was directed by Tomas Jonsgården and produced by Reform films. It was created by independent agency Malmö.

Gustaf Hultberger, creative director at Malmö Advertising, commented: “People have a tendency to not fully appreciate what they have until it’s about to slip out of their hands. By portraying the mental journey of an accident, our aim is to make people stop and reflect. Hopefully people will realise that we all hold value worth protecting.”