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Need to chill? New spot directed by Tore Frandsen, new-land and created by Danish agency &Co. introduces to the world the Danish Zen, a uniquely laid-back approach to life.  

This playful campaign from VisitDenmark launches with a series of billboards, urging influencers, hipsters, first-time parents, and city planners to chill. 

The message is clear: We could all use a dose of Danish zen. 

VisitDenmark – You Need to Chill

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And what better place to get it than in Denmark? With 47% of the population having zen-like names such as Han-sen, Mikkel-sen, Jen-sen and Erik-sen there’s more to the Danish way than meets the eye. Hey, maybe you’ll even catch the vibe of the legendary Hans Christian Ander-sen.   

While Denmark may lack the grand monuments of its European neighbours, it possesses something uniquely Danish. Internationally renowned for their ”hygge” and their liberating ability to say ”pyt”, Denmark embraces a lighter and more laid-back perspective on life. 

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