MPC teams up with Blink’s Martin Krejki and Fold7 again for the latest edition to the Carlsberg campaign, starring an ‘Unfiltered’ Mads Mikkelson.

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 sees 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.