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Carlsberg / The Danish Way (United Kingdom)

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Published on Apr 22, 2017

The Carlsberg beer label has called "Casino Royale" actor Mads Mikkelsen to participate in the new "The Danish Way" campaign, set up by Fold7.

The investment-intensive effort of £ 15 million features the brand's premium beer, Carlsberg Export, and highlights its Danish origins.

The centerpiece of the communication is a 60" commercial and shows Mikkelsen by bicycle, through scenarios with" Danish essence", while reflecting on why Scandinavian nation of five million people is always at the top of research indicating which are the "happiest countries in the world".

Many say we Danes are one of the world’s happiest nations. So what’s our secret? Living life the Danish way, of course: enjoying a work-life balance, nature and craft and spending time together feeling hygge. Or, could it be that we brew the best beer in the world? Prøbably.

Credits
Agency: Fold7
Client: Carlsberg
Product: Carlsberg Export

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