Some OOH stunts whisper. This one crashes straight through the wall. In the heart of Shoreditch, Endura unveiled a striking 3D installation for its cycling safety platform, delivering the message with zero subtlety and maximum impact: “Don’t Be a Helmet. Wear One.”
A billboard that looks like an accident scene
The installation features a real bicycle embedded into a wall, as if the rider had slammed directly into a giant Endura helmet printed at scale. The ripped wall texture, twisted frame and dramatic staging stop pedestrians in their tracks—forcing them to confront what happens when cyclists ride unprotected.
Why Shoreditch?
Shoreditch is a magnet for urban cyclists, creators and high-traffic pedestrian zones. Its reputation for bold street visuals makes it the perfect backdrop for a message that needs to be seen and shared. The installation blends seamlessly with the neighborhood’s raw aesthetic—graffiti, textures, and authenticity amplify the stunt’s gritty realism.
Humor + shock = safety that sticks
“Don’t Be a Helmet. Wear One.” uses cheeky British humor to make a serious point. Instead of preaching, Endura stages the consequences—letting the visuals do the heavy lifting. The result: a campaign that’s memorable, social-friendly and behavior-changing.
For a brand rooted in performance cycling gear, the stunt reinforces Endura’s commitment to real-world safety and smart, relatable communication.
A perfect example of OOH doing what OOH does best
High-impact physical builds like this prove that out-of-home can be educational, tactile and culturally viral. A single installation generates:
- Immediate visual shock
- Conversation among commuters and cyclists
- Shareable content for social platforms
- A memorable association with Endura helmets
When the creative idea is this strong, people don’t just look—they stop, photograph, share, and rethink their behavior.
Final Take
Endura turns a safety message into an unforgettable street-level experience. Clever. Clear. Unignorable. And yes—effective.
FAQs about this campaign
What is Endura’s ‘Don’t Be a Helmet’ installation?
A 3D crash-style OOH stunt in Shoreditch featuring a smashed bicycle and a giant helmet, designed to dramatize the importance of wearing proper cycling protection.
Where was it installed?
In Shoreditch, London—a hub for street culture, high footfall and creative outdoor work.
Why use a crash visual?
The dramatic impact immediately conveys the danger of riding without a helmet, using visual shock to reinforce a safety message.
What is the message of the campaign?
Endura encourages cyclists to wear helmets through the line: ‘Don’t Be a Helmet. Wear One.’—mixing humor with a serious reminder.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
