Carlsberg, a beer associated with lager lad culture. Well, it was time to put down the football and go back to it's Danish roots. A career changing brief? Prøbably. So that's where I came in. Creating a campaign to explore the secret behind the Dane's renowned happiness, with a cycling narrator and philosopher - Mads Mikkelsen. TV, Cinema, OOH, and a completely new social approach. We went on to win the global business for Carlsberg. More exciting work to come soon.