The work sees Carlsberg emphasise its Danish roots, with the nation’s philosophy on life forming the centrepiece of activity across multiple consumer touch points including packaging, TV, cinema, out of home and digital channels.

Mads Mikkelsen's Danish guide takes the viewer on a magical journey to discover 'The Danish Way' – he cycles past iconic Copenhagen landmarks such as Amalienborg Palace and the Kastrup Sea Baths. After cycling through a Danish apartment and a beautiful ‘hygge’ forest picnic, Mads arrives at the Carlsberg Brewery, where he enjoys a Carlsberg Export featuring the brand’s new ‘København’ glassware and ‘Dansk’ font, which launched in the UK on-trade in January.