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The Thai Health Promotion Foundation ad campaign is shockingly gory in order to get people's attention right off of the bat. It involves helmets made out of human scalps as though someone took a page out of an Indian warrior's playbook. Of course, scalping never looked so neat and purposeful. There is a chin strap and everything.

Conceived and executed by BBDO Proximity, an ad agency based in Thailand, the Thai Health Promotion Foundation ad campaign grimly illustrates the consequences of not wearing a proper helmet. Going bare essentially equates to death. The ads cleverly read, "100% guaranteed dead helmet."

The Thai Health Promotion Foundation ad campaign was expertly art directed by Arayanan Markchoo and Suthisak Sucharittanonta with creative direction by Vasan Wangpaitoon, copy by Phacharanath Jamornchureekun and photography by Remix Studio.