In order to encourage skaters to wear safety equipment, Tribo Skate magazine created helmets with luscious locks of hair in a campaign called 'Brave Peruke.' Inspired by the saying that there's nothing better than "freedom and the wind in your hair," helmets with incredible hair were created and taken to skate parks in São Paulo. Riders who wore the helmet were featured doing tricks in an issue of Tribo Skate.
Developed by ad agency DDB Brazil, the slogan behind the campaign is "real freedom is to ride with a helmet." Drawing on that sentiment, famous skaters were interviewed espousing the benefits of safety equipment. Skating champions like Caco Ratos and Fabio Sleiman were captured wearing the helmets and promoting the use of safety gear.