The Danes love their bikes, and the Danish capital of Copenhagen is the world’s most cycle-friendly city. One problem, though, is that helmets have never become as popular as cycling itself. To combat this, the Danish Ministry of Transportation, aka the Danish Road Safety Council, has launched a campaign–from ad agency &Co.–which pokes gentle fun at those who are too vain to wear a helmet, by recruiting a group that wore theirs with pride, the Vikings.
This slice of Viking life in the year 893 features a warrior on horseback who resists wearing a helmet because it makes his scalp itch–not to mention it ruins his braids. But before he goes off to invade England, his family besieges him to play it safe. His wife tells him he can loot and pillage all he wants–as long as he puts on a helmet. He finally relents under pressure from his loved ones and comrades in arms.
Titled “Helmets Have Always Been a Good Idea,” this public service spot was directed by Tore Frandsen of production house new-land.
CreditsClient The Danish Ministry of Transportation, aka The Danish Road Safety Council Agency &Co., Copenhagen Ole Hoffman, Kristian Eilersten, Kristoffer Winther Sorensen, creatives; Filippa Borg, producer. Production new-land, Stockholm, Copenhagen, London Tore Frandsen, director; Sara Samsoe, executive producer/producer; Thor Brammer Jacobsen, executive producer; Kasper Wind, DP. Editorial Jacob Schulsinger, editor. VFX Copenhagen VFX Christian Sjostedt, VFX supervisor. Casting Saskia Skeel Fahlsten Color Michael Balle, colorist. Audio Kevin Koch
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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