HELMET HAS ALWAYS BEEN A GOOD IDEA

TitleHELMET HAS ALWAYS BEEN A GOOD IDEA
BrandDANISH ROAD SAFETY COUNCIL
Product/ServiceDANISH ROAD SAFETY COUNCIL
Category B02. Non-profit / Foundation-led Education & Awareness
Entrant NEW LAND Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Production NEW LAND Copenhagen, DENMARK
Post Production NEW LAND Copenhagen, DENMARK
Credits
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.

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.