Hej! Velkommen to the Danish way – the campaign celebrates the Danish approach to life. Meet our philosopher and great Dane Mads Mikkelsen. His sage advice and stylish demeanour embodies Carlsberg’s new premium, Danish attitude. Through film and a comprehensive social calendar, he advocates a better, more balanced way of being.

Photographed by James Day, the poster campaign shows a balanced Danish approach to design and craft. Each execution illustrates how these values are reflected in Carlsberg’s approach to creating premium beer.

The “Carlsberg Social Tap” is an intelligent newsroom approach designed to balance timely topicality with true brand relevance and powerful storytelling.

Content films tackle everyday subject matters, for example how to communicate like the Danes do, or the art of a perfect greeting.

The Danish aesthetic has also influenced the Carlsberg UK website, which has enjoyed a complete design overhaul along with the introduction of an editorial hub. In fact The Danish Way will also now act as the official home of everything Carlsberg. So please check it out, add it to your bookmarks and don’t forget to share pages that you find interesting. That’s the Danish way.