The Nutcase Outdoor Fitting Room
Copenhagen has more bicycles than inhabitants. There is just one problem: Most cyclists think wearing a helmet is uncool. Nutcase Bike Helmets decided to change that with The Nutcase Outdoor Fitting Rooms -- dented sign poles with built-in helmets placed along selected bicycle paths in central Copenhagen. Inside the helmets was a simple sticker saying "USE YOUR HEAD and win this helmet". All people had to do was to stick their head into the helmet, take a picture and share it. And from there on, the story started living a life of its own.
Sports and leisure