Don't Be A Viking
Don't Be A Viking
About
Client
Keenova
Role
Copywriter
Project
Launch Campaign
Year
2026
Process
(01)
Problem
Duyputren's Contracture (DC) is a condition that makes it difficult to lay your hand flat or grab objects. The most popular solutions involve surgery, which make many afflicted by DC unlikely to resolve it themselves. Keenova wanted to get the word out about treating DC with a nonsurgical solution through an unbranded campaign, and needed a message that wouldn't get lost in pharma tropes or PSA land.
(01)
Problem
Duyputren's Contracture (DC) is a condition that makes it difficult to lay your hand flat or grab objects. The most popular solutions involve surgery, which make many afflicted by DC unlikely to resolve it themselves. Keenova wanted to get the word out about treating DC with a nonsurgical solution through an unbranded campaign, and needed a message that wouldn't get lost in pharma tropes or PSA land.
(01)
Problem
Duyputren's Contracture (DC) is a condition that makes it difficult to lay your hand flat or grab objects. The most popular solutions involve surgery, which make many afflicted by DC unlikely to resolve it themselves. Keenova wanted to get the word out about treating DC with a nonsurgical solution through an unbranded campaign, and needed a message that wouldn't get lost in pharma tropes or PSA land.
(02)
Insight
DC is also known as Viking Hand due to its high prevalence in those with Nordic ancestry.
(02)
Insight
DC is also known as Viking Hand due to its high prevalence in those with Nordic ancestry.
(02)
Insight
DC is also known as Viking Hand due to its high prevalence in those with Nordic ancestry.
(03)
Idea
What would a Viking do if he had Viking Hand? Probably handle it the Viking Way — AKA an axe. This draws a funny parallel to the modern consumer, who probably still thinks a blade is the only way to treat DC. "Don't Be A Viking" shows people with DC that they don't need to treat Viking Hand the Viking Way.
(03)
Idea
What would a Viking do if he had Viking Hand? Probably handle it the Viking Way — AKA an axe. This draws a funny parallel to the modern consumer, who probably still thinks a blade is the only way to treat DC. "Don't Be A Viking" shows people with DC that they don't need to treat Viking Hand the Viking Way.
(03)
Idea
What would a Viking do if he had Viking Hand? Probably handle it the Viking Way — AKA an axe. This draws a funny parallel to the modern consumer, who probably still thinks a blade is the only way to treat DC. "Don't Be A Viking" shows people with DC that they don't need to treat Viking Hand the Viking Way.
(04)
Execution
After winning the Keenova business with this pitch concept, we produced Don't Be A Viking as a 360 campaign spanning TV, social, and web assets.
(04)
Execution
After winning the Keenova business with this pitch concept, we produced Don't Be A Viking as a 360 campaign spanning TV, social, and web assets.
(04)
Execution
After winning the Keenova business with this pitch concept, we produced Don't Be A Viking as a 360 campaign spanning TV, social, and web assets.
