Sure, we made the film without initially telling who we were, but we really needed your undivided attention. So we chose not to clutter the message in any way.

The fact is that it’s a bicycle helmet campaign, and you all got the point, and we didn’t have to say a single word.

And just to make things clear – the film was made with real people, real cops and real love.

The campaign has been produced for The Municipal District of Aalborg in Denmark in association with the North Jutland Police and The Danish Cyclists Federation.

Design, concept and execution by the advertising agency SHRPA.