Turning a hidden technology into a defining badge of industrial safety.
Known for inventing the Multi-Directional Impact Protection System, Mips was already a trusted name in helmet safety worldwide. But in the U.S. industrial safety market, the brand, and its recognizable yellow dot, remained largely overlooked. Safety directors relied on familiar helmets, often unaware of the added protection Mips could provide their crews.
Our challenge? To turn a small yellow dot into a powerful symbol of safety, and define a new standard for what it means to be protected on the job site. So we set out to build brand awareness among U.S. safety directors, stay ahead of competitors, and turn “Does it have Mips inside or not?” into the industry’s simplest buying question.
A bright (yellow) idea
Spot the Difference became the idea that tied everything together. We followed it along a three-phase journey, from awareness to education to brand consideration, to turn the unseen science of rotational motion into a visible differentiator. With the yellow Mips dot front and center in safety directors’ minds, advanced protection could become a primary filter in their decision-making process.
Science-powered storytelling
Spot the Difference translated complex neuroscience into everyday job site stakes.
Omnichannel precision
Digital videos, programmatic and endemic digital, and paid search placed Mips wherever safety directors work, learn and scroll.
Powerful Results
By highlighting the difference between standard safety helmets and those with added Mips protection, we helped the brand go from invisible technology to a recognized badge of industrial safety.
