Mads Mikkelsen Unwinds in Carlsberg's Global 'Unfiltered' Campaign

Fold7 delivers its first global work for Carlsberg following the agency’s expanded remit. The campaign promotes the new premium ‘Unfiltered’ offering.

The new global campaign builds on the success of the ‘The Danish Way’ featuring actor Mads Mikkelsen with the launch of Carlsberg’s new ‘Unfiltered’ offering. The campaign will see a more rugged Mikkelsen exhibit the progressive, straightforward and honest qualities that represent a more ‘Unfiltered’ outlook. The work reflects the characteristics of the new brew and suggests another explanation for why Carlsberg is probably the best beer in the world.

Directed by Blink's Martin Krejci, the shoot involved a team of puppeteers who manipulated Mikkelsen’s transformation from neat to rugged through sophisticatedly assembled wires and threads. A conscious decision was made to keep CGI to a minimum in order to stay true to the craft message of the new brew. 

This is the first work to be delivered since Fold7 was appointed as Carlsberg’s global advertising agency last December. The campaign launches in film and out-of-home first in Ireland, followed by other markets across the globe.

Ryan Newey, CCO & Founder, Fold7, said: “The Unfiltered work is a great expansion of the Carlsberg, Danish universe created, it introduces new texture to the campaign as we start to unveil the many innovations the brand has up its sleeve."

Russell Jones, Senior VP Marketing, Carlsberg, said: “We’re excited to start adding real depth and substance to our well-loved ‘Probably the Best’ positioning.  Great tasting beer and Mads with a ‘5 o clock shadow’ …. What’s not to like?!”