From DDB, Australia comes these inspired bicycle safety PSAs on wearing helmets. Personally, I'm not sure if I connect vegetables with helmets and the copy does not help. I originally thought it was for a grocery store.
However, they are visually stunning and will generate some buzz on the interweb if nothing else.
I think they're making the connection between "becoming a vegetable" as a result of severe (non-helmeted) head trauma (ie, the vegetable brain not wearing a helmet).
I'm not sure if it's an Australia-specific colloquialism, but describing a person as a "vegetable" or "veggie" is the same as calling them brain-dead.
But you're right, the copy doesn't really reinforce that point.
Posted by: John McLennan | August 23, 2007 at 11:05 AM
Now that I think of it, I have heard that expression before. I wonder if that's what they were aiming for.. It could have been a wonderful insight if the copy worked a little harder for the piece.
Very cool website by the way.
Posted by: Angus Gastle | August 23, 2007 at 02:23 PM
A true great man will neither trample on a worm,nor sneak to an emperpor.
Posted by: Air Jordan 1 | November 04, 2010 at 02:57 AM
Honestly, I don't know what they are trying to say. Wear a helmet that looks like a veggie or eat a veggie that is shaped like a helmet? But one thing I know, humans brain is very fragile and we need to protect it.
Posted by: remote monitoring | March 29, 2011 at 11:49 AM