Carlsberg, The Danish Way

MPC partners with Stink’s Martin Krejki and Fold7 on ‘The Danish Way’, starring Mads Mikkelson

Carlsberg has launched a £15 million, integrated marketing campaign, 'The Danish Way'. The kooky 30- and 60-s TVC – with VFX by MPC – stars Danish actor Mads Mikkelsen (A Royal Affair) who plays the role of a ‘modern-day Danish philosopher’, cycling through the magical and slightly fantastical streets of Denmark, considering the secrets to his nation’s happiness.

Film craft

Bill McNamara, Creative Director at MPC says: ‘It’s always a great experience helping to bring Martin’s vision to life. We took shots of Mads riding on rooftops and added some magic to the Copenhagen skyline with buildings and slightly surreal features, plus all the details of moving people, busy traffic in the streets, smoke, atmospherics and twinkling lights.’






Martin Krejci

Production Company

Stink Films

Chief Creative Officer

Ryan Newey

Executive Creative Director

Simon Learman

Producer, Fold7

Imogen Bell and Felicity Cruickshank

Producer, Stink

Charlotte Woodhead


Stepan Kucera



Creative Director & Shoot Supervisor

Bill McNamara

VFX Supervisor

Kamen Markov

VFX Producer

Dafydd Upsdell

2D London

Kamen Markov, Guillaume Weiss, Edward Taylor

DMP London

Neil Miller, Emma Taylor-Gilli, Lino Khay

Bangalore VFX Team

Yasasvini.V, Sangeetha M, V Jegadeesan, Mohanakrishnan C, Arulanandhan, Sabanayagam V, S. Sundaramoorthy, Ragesh R, Mohanakrishnan C, Arulanandhan, Sindhuja B




Jean-Clément Soret