A series for VisitDenmark that treated Danish food culture as lived stories rather than polished table settings: growers, fish, smoke, fire, weather and the people behind the ingredients.
Films from the campaign
Approach
The work grew out of an earlier chapter — a joint production company with Johan Büchler, Laban Stories. The campaign was built as 12 main films with stills and multiple shorter cut-downs for distribution across formats and markets, especially Germany. The tone aimed for warmth, appetite and place, letting producers and landscapes do the persuasive work.
Outcome
The series travelled widely. The campaign reached 141 million views during 2019—2021 and generated 837 articles across Europe, including coverage from BBC, Condé Nast Traveler, National Geographic and Welt. The company behind it is gone, but the work still feels worth standing behind.
Gallery
Partners
VisitDenmark · Laban Stories