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Even Vikings Wore Helmets

In a bid to get cyclists wearing their protective headgear, the Danish Road Safety Council travelled back to 893 to find out how the Vikings did it.

Tore Frandsen directed the two-minute film, led by creative agency &Co, which follows a horde of Vikings as they plan their next invasion of England. Furs are donned, horns are blown, but there’s one big issue – lead Viking, Svend, doesn’t want to wear his helmet.

Much debate ensues over the pros and cons of protective headgear ensues, all in comedic style.

There’s some impressive dedication to craft in the campaign, in terms of the cinematography as well as the costume design. These kinds of road safety campaigns often opt for shock tactics, which leave the viewer stunned, but &Co has instead used humour to highlight all the ridiculous reasons people avoid wearing helmets.

And despite running over the two-minute mark, it’s a genuinely entertaining piece of content, regardless of whether you’re a cyclist or not.

This article was published by Creative Review on 10 June 2021.