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Carlsberg launches new Danish-inspired campaign

We’re going Danish for the day here at OMD HQ to celebrate the amazing new Carlsberg Export campaign that launches today!

The new TV ad, created by Fold7, stars Hollywood actor Mads Mikkelsen cycling through the streets of Copenhagen and past famous landmarks whilst pondering the secret to Danish happiness.

OMD UK has been teasing the launch of the new ad all week on Channel 4 using bespoke 10” idents featuring Mads in prominent programming such as Homeland, the Bahrain Grand Prix and The Island. The full 60” film will then air for the first time in a special premiere break from 9pm tonight in Gogglebox. To create immediate impact, the famous Channel 4 blocks will also be transformed into the flawlessly crafted wood from our new branding with a suitably Danish voiceover questioning the secret to happiness.

The film will also appear across VOD and in cinemas across the country in blockbuster movies such as Planet of the Apes, Alien Covenant and Dunkirk.

A premium, national OOH campaign incorporating luxury digital sites, 48 sheets and targeted 6 sheets will help to drive a perception shift.

Social forms the backbone to the plan and will support some fabulously funny Mads content films and also deliver regular influencer content that supports Carlsberg’s association with all things Danish; across fashion, style and food.

Check out the full video here: 

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