Cannes Contenders 2026: Denmark

Olga Basha - New Jeans

This spot for independent denim company Olga Basha, made and directed by Matias & Mathias themselves with a skeleton crew, captures the essence of what commercial filmmaking should be all about. Creating a film that makes the audience want to rewatch it, despite the fact that it is constructed to sell us something. 

Right from the waitress' pause after "I think I said no radishes" it is a brilliant balancing act between refined crude humour with all of the virtuosity we've come to expect from M&M. 

Trygfonden - I Am Here 

Danish director Ian Isak with as personal a film as you get starring Danish musician Emil Kruse, centering around the 'heart runners' who are notified through an app when someone nearby experiences a cardiac arrest, so they can step in and make a difference. 

Credit to clients like Trygfonden for trusting the story to be told quietly rather than loudly. And to Isak for bringing the kind of careful, emotional craft a cause like this deserves.

Ffern - Pink Sky At Night 

There's famously a lot of potential to create aesthetic and poetic campaigns for perfume. And also a lot of room to mess it up.

With this one, Nagmeh Pour brings the tactility and subtle humour that a lot of people strive for but rarely achieve in films like this. 

Pour shows off her versatility as a filmmaker and proves why she is one of Denmark's most obvious talents on an international scale.

IKEA - Made For Life 

A bit of self-promotion, but it I think it is warranted as the writing from the agency Try is the real star here. 

The smartest thing we could do was to step back and give the brilliant idea the best possible condition to flourish, which is why Jakob Marky brought it to life with quiet confidence. 

Given the campaign's international life so far I'd feel remiss not to include it here.

Doro - A Smarter Choice 

Again, a campaign we have done, this one out of Copenhagen. 

Kudos to the team at Nord DDB Copenhagen for coming up with a beautifully simple and funny idea. And to Bine Bach for bringing her distinct style and craft to it. 

While we of course love the longer poetic pieces, there is something particularly satisfying about executing a campaign of effective and great-looking 10-second spots.