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Creative Award
London, United Kingdom
Danish Road Safety Council - "Helmet has always been a good idea" by Eurobest 2021

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TitleHelmet has always been a good idea
BriefThe Danes love their bikes, and the Danish capital of Copenhagen is the world’s most cycle-friendly city, according to the 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 - with 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 50% of Danish adults still fail to put on a helmet when biking. To combat this, Danish Road Safety Council launched a campaign 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.
Agency
Campaign Helmet has always been a good idea
Advertiser Danish Road Safety Council
Brand Danish Road Safety Council

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