The film takes place in a Viking village year 893, at a raiding party that is due to set sail to England. Before set off, the Viking leader; Svend is reminded to wear his helmet, but he announces to his co-Viking Hjalmar 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 - exposing all the common justifications cyclists use as excuses to not wear a helmet. Excuses are exposed, repeated loud and clear yelling them to an army of Vikings far away. Svend’s son brings his helmet, but Svend keeps on, until his wife comes out commanding Svend to wear the helmet. He puts on the helmet and ride away, just to bang his head on the wooden exit of the Viking village. Message enters, Helmet has always been a good idea.

From various consumer workshops and detailed data collection, we explored the reasoning for not wearing a helmet. All pointed towards vanity and exposed to us the number of excuses for not wearing a helmet. Diving into these excuses we found that none of these measured the consequences of not wearing a helmet, making them all pretty poor actually listening to each and one of them.

The breakthrough moment arose when we researched the history of helmets. Denmark is a nation quite proud of our history, and the Viking age has very much become the symbol of our heritage. As representation of Denmark and to demonstrate our strength, we proudly wear Viking helmets at international events like football and Tour de France. Yet, entering the busy Danish bicycle lanes, we seem to have forgotten this, so we needed to remind the Danes that the helmet has always been a good idea.