Carlsberg "The Danish way" by Fold7

Mads Mikkelsen stars as a "modern day Danish philosopher" in this campaign, which seeks to position Carlsberg as an icon of Danish lifestyle.

Mikkelsen cycles whimsically through quintessentially Danish settings, while musing on why it is that the Scandinavian nation of five million regularly tops polls of the happiest country on earth.

He finally dismounts in the Carlsberg brewery in Copenhagen, where he is handed a pint of Export, poured from the beer’s new font and served in its new glassware, which were unveiled last November.

Credits

Vice president of marketing, Carlsberg UK
Agency
Chief creative
Executive creative director
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Group account director
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