As part of “The Danish Way” campaign, Carlsberg teamed up with JCDecaux to create a unique cycling journey experience ‘From Copenhagen to Lisbon’ on a large format in Lisbon, deepening the connection between the beer brand culture from its roots and Portuguese passers-by.

To share Carlsberg’s core branding message on the Danish philosophy of life, which focuses on living an enjoyable and balanced lifestyle, JCDecaux Portugal installed two bicycles in front of the billboards, moving around between each one.

Passers-by were astonished by the eye-catching city scene on the background and the customised moving bicycles circling in between the billboards.