Carlsberg Follow The Bike

Carlsberg introduced an international concept called "The Danish Way," promoting the Danish lifestyle, known for its focus on comfort, friendships, and simple pleasures. The campaign, centered around the theme of Hygge and featuring the bicycle as its star, aimed to position Denmark as the happiest country in the world. To bring this concept to life in Lisbon, a strong physical activation with digital amplification was needed, inspired by the brand's international film.