Category A06. Not-for-profit / Charity / Government
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Media Placement ORCHESTRA Copenhagen, DENMARK
Production NEW LAND Copenhagen, DENMARK
Name Company Position
Ole Hoffmann &Co. / NoA Creative
Kristoffer Winther &Co. / NoA Creative
Kristian Eilertsen &Co. / NoA Creative
Thomas Hoffmann & Co. / NoA Creative
Sara Samsøe NewLand Producer
Tore Frandsen NewLand Director
Kasper Wind NewLand Director Of Photography
Nynne Sille Hansen & Co. / NoA Medie Strategist
Thomas Christensen &Co. / NoA Account Director
Louise Brinkland Færch &Co/NoA Account Manager
Filippa Borg von Bülow &Co. Production / NoA Agency Producer
Katrine Thamdrup & Co. / NoA Strategy
Søren Jespersgaard Albrechtsen &Co. Production / NoA Agency Editor
Anne Sophie Vendal &Co. / NoA Account Manager
Frederik Topsøe &Co Production / NoA Inhouse Editor
Peter Vojnovic &Co. / NoA Graphic Designer
Thomas Huniche Orchestra Media Director
Louise Rasmussen &Co. / NoA Account Manager

Why is this work relevant for Media?

This work demonstrates how a holistic approach to channels and integration of the elements can drive engagement and change behaviour within a low interest topic. Media platforms spreading from price tags to bike racks over mirrors in museums. Suffice to say, with an unusually high campaign-liking of 87%, one in five having talked to others about the campaign and one-third of non-users seriously considering purchasing a helmet after having seen the campaign - and 4% of non-users went ahead and did so, humor and Vikings proved to be the perfect combination to promote good bike-helmet habits amongst the Danes.


Danes love their bikes. Copenhagen is the world’s most cycle-friendly city (World Economic Forum). The city has over 675,000 bicycles and just 120,000 cars, meaning bikes outnumber cars by more than five-to-one, almost one third (29%) of all journeys across Copenhagen made by bike.  One problem; helmets have never become as popular as cycling itself. Around 45% of casualties in Copenhagen met their end on a bike and only 47% of cyclists wears a helmet. The task is to get cyclists in cities age 25-55, primarily men, to wear a helmet. The Danish Road Safety Council works with both short- and long-term objectives. The campaign is part of a yearlong effort of behavioural change lifting helmet use from 47% - 52% in 2023. Short-term objective is to increase awareness, messaging and liking, and whether the target group has done any reflections of or have been motivated towards wearing a helmet.

Describe the creative idea / insights (30% of vote)

The campaign poked gentle fun at those too vain to wear a helmet, by hanging all their poor excuses out to dry. And what better group to do this with, than someone who wore their helmets with pride? The Vikings. The film takes place in a Viking village - year 893, at party that is due to set sail to England. Before setting off, the Viking leader; Svend, announces to his co-Viking Hjalmar and the rest of his Viking army, that he won’t be needing his helmet because it is too itchy, wrecks his hair and that he is a safe rider of horses, never falls off. Thus, exposing all the common justifications cyclists use as excuses to not wear a helmet. Even though the setting is different, the excuses remain the same today – and with this film, it becomes evident for viewers just how bizarre these excuses really

Describe the strategy (20% of vote)

Only 48% of danish cyclists wears a helmet. We narrowed this down to a media target group specified to Danish cyclists in cities age 25-55, primarily men. Men are a notoriously more difficult group to convert into helmet users, so the majority of the media budget where spend towards men. We approach the media strategy from four angles: 1. “An idea that can travel between people” Calling for social media (Facebook + YouTube), PR to start conversations, collaborations (National Museum of Denmark as they were launching a new great Viking exhibition just after campaign launch) and stakeholders (Danish Minister of Traffic, traffic ambassadors). 2. “A broad target group” Broad reach with the combination of digital and streaming TV and social. 3. “In situation” The importance of catching the target group on their bike, adding OOH in cities (billboards+busses) to the mix. 4. ”Buying situation” A collaboration with 400 ABUS bike-shops.

Describe the execution (20% of vote)

The campaign went live in Denmark June 7th, 2021, with a frontload of the hero film (140sec.) on social media, giving people a chance to know the universe, then expanded the campaign with a four-week period of streaming-TV (30sec.cutdown of hero), digital TV and OOH (billboards+busses). Two weeks after launch The National Museum of Denmark opened their great Viking exhibition with our campaign-elements greeting guests by the bike racks with a helmet timeline and key message Helmet has always a good idea. Helmets also greeted guests by entrance and mirrors. POS-materials were distributed to 400 ABUS bike-shops. A Danish PR effort to facilitate the conversation around the campaign and deliver helmet insights/data. Danes loves when the world/international media talks about our tiny nation, so an international PR-outreach were done, not to reach international cyclists, but give live to a second round of Danish PR “The world loves Danish Viking campaign”.

List the results (30% of vote)

Turns out Svend, Hjalmar, and the rest of our Vikings were an effective means to get helmet-usage on the radar amongst the bike-loving Danes: Campaign reached 41 % of Danes. Nine out of ten who had seen the film agreed with the main message: wearing a helmet when biking is a good idea to protect your head. 86% had even reflected on the fact that wearing a helmet was more important than vanity. In fact, one-third of non-users were seriously considering purchasing a helmet after having seen the film - and 4% of non-users went ahead and did so after having seen the film. How amazing is that! Suffice to say, with an unusually high campaign-liking of 87%, 84 % organic reach and one in five having talked to others about the campaign, humour and Vikings proved to be the perfect combination to promote good bike-helmet habits amongst the Danes.