Demo Film

Film

Title	HELMET HAS ALWAYS BEEN A GOOD IDEA
Brand	DANISH ROAD SAFETY COUNCIL
Product/Service	DANISH ROAD SAFETY COUNCIL
Category	A04. Production Design / Art Direction
Entrant	NEW LAND Copenhagen, DENMARK
Idea Creation	&CO Copenhagen, DENMARK
Production	NEW LAND Copenhagen, DENMARK
Post Production	NEW LAND Copenhagen, DENMARK

Name	Company	Position
Tore Frandsen	new-land	Director
Sara Samsøe	new-land	Executive Producer
Thor Brammer Jacobsen	new-land	Executive Producer
Sara Samsøe	new-land	Producer
Kasper Wind	ArtOfficial Agency	Director Of Photography
Jacob Schulsinger	ArtOfficial Agency	Editor
Dagmar Stefflova	N/A	Costume Designer
Mikael Balle	Copenhagen VFX	Colorist
Jonas Larsen	N/A	Composer
Kevin Koch	ArtOfficial Agency	Sound Designer
Christian Christian Sjöstedt	Copenhagen VFX	VFX Supervisor
Saskia Skeel Fahlsten	Another Casting Company	Casting Director
Lousie Bruun	N/A	Hair and Make Up Artist
Mads Jørgensen	Wonderland Productions	Production Designer
Christian Rathmann	Wonderland Productions	Production Designer
Lisbeth Sahl	Danish Road Safety Council	Senior Project Leader
Michelle Lykke Laviolette	Danish Road Safety Council	Senior Project Leader
Thomas Hoffmann	&Co. / NoA	Creative Director
Ole Hoffmann	&Co. / NoA	Art Director
Kristoffer Winther Sørensen	&Co. / NoA	Art Director
Kristian Eilerstsen	&Co. / Noa	Copywriter
Nynne Sille Hansen	&Co. / Noa	Strategist
Katrine Thamdrup	&Co. / Noa	Planner
Louise Brinkland Færch	&Co. / Noa	Account Manager
Louise Rasmussen	&Co. / Noa	Account Manager
Anne Sophie Vendal	&Co. / Noa	Account Manager
Thomas Christenson	&Co. / Noa	Client Director
Filippa Borg	&Co. / Noa	In-house producer
Søren Jespersgaard Albrechtsen	&Co. / NoA	In-house Editor for supporting elements:
Frederik Topsøe Jensen	&Co. / Noa	In-house Editor for supporting elements:
Peter Vojnovic	&Co. / NoA	Graphic Designer

Write a short summary of what happens in the film

"Viking Has Always Been A Good Idea" is a Public Service Announcement to encourage more of the population to use safety helmets while bicycling. The comedy film is set back in the Viking era and spells out the reasons why people might not like to wear helmets, but takes a light-hearted approach in urging people, regardless of who they are, to protect themselves.

Cultural / Context information for the jury

Vikings typically wore helmets back in that era, and it seems wrong to see one without a helmet. The main character in the film refuses to wear a helmet, which adds an extra comedic touch to the film.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

The art direction is central to the film. The props and wardrobe pieces were flown in from Prague, sourcing the most authentic stylistic pieces we were able to find. It was difficult to source a large number of people to make up the crowd given the COVID-19 restrictions, but the lack of numbers adds another comedy angle to the piece.