A human face was printed onto the 200,000 real eggs in an elaborate printing process. The following message could be read on the reverse: "Your head is fragile. Wear a bicycle helmet."

The surprising analogy caused the cyclists to stop and think. The quota of people wearing bicycle helmets in Switzerland reached a record in 2007: from 30% to 39%. An increase of + 9%. The increase in previous years was + 1% to 1.5%.