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.

Credits

Client 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

MySHOOT Profiles