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Carlsberg: The Danish Way Explained by a Cycling Mads Mikkelsen

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? Probably.

Mads Mikkelsen stars as a "modern day Danish philosopher" in this new ad that positions Carlsberg as an icon of Danish lifestyle.

Ad Agency: Fold7, London
Chief creative: Ryan Newey
Executive creative director: Simon Learman
Creative team: Lucy Aston, and Ben Ducker
Group account director: Lara Woods
Account manager: Jamie Herman
Agency producers: Imogen Bell, and Felicity Cruickshank
Media: OMD
Director: Martin Krejci
Production company: Stink Films
Producer: Charlotte Woodhead
Editor: Tim Allen
Grade: Jean-Clément Soret
Post-production: MPC
Audio Post-production: Factory


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