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Carlsberg The Danish Way is the latest Advertising Campaign launched by Creative & Digital Company Fold7.
Carlsberg The Danish Way Advertising Campaign | Fold7
Carlsberg The Danish Way
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Carlsberg The Danish Way Ad Campaign with Mads Mikkelsen

Carlsberg

The Danish Way

Services

  • Advertising
  • Strategy
  • Branding
  • Content
  • Social

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The Context
With the end of lad culture, Carlsberg had lost a sense of relevance. And amongst its closest competitors (Carling and Foster’s) it had the weakest brand equity. People had no sense of where it was from or what it stood for.
The Opportunity
Denmark was on the rise in popularity, being synonymous with quality and craft and more importantly, research confirmed it was the happiest nation in the world.

People didn’t even know Carlsberg was Danish. So, once that job was done, what could a Danish beer teach the British public about life, love and lager?
PLAY FILM

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.

Content films tackled everyday subject matters, such as how to communicate like the Danes do, or the art of a perfect greeting.

PLAY FILM

Photographed by James Day, the poster campaign shows a balanced Danish approach to design and craft.

Carlsberg Poster
Carlsberg Poster OOH Poster

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

“Less is more Danish”

That's the Danish Way

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