Title	1664 - TASTE THE FRENCH WAY OF LIFE
Brand	CARLSBERG SVERIGE AB
Product/Service	1664
Category	B01. Food & Drink
Entrant	WDW CREATIVE Stockholm, SWEDEN
Idea Creation	WDW CREATIVE Stockholm, SWEDEN
Production	MAKERIET FILM Stockholm, SWEDEN

Name	Company	Position
Jon Bergsman	WDW Creative	Creative Director
Martina Öster	WDW Creative	Project Manager
Marcus Bellafesta	WDW Creative	Copywriter
Ville Olin	Makeriet Film	Producer
Petter Selvehed	Makeriet Film	Executive Producer
Robin Günther	Makeriet Film	Director

Write a short summary of what happens in the film

The film is built up like a tutorial and in this case you get to learn: How to taste the French way of life. The tutorials addresses different things and peculiarities the French do in their everyday life. For instance that they would never eat lunch in front of the computer, or even think about ordering take away. How they enjoy eating dinner for a very, very long time, and when they work out they make sure to do it in style. And of course that when they choose a beer they always choose the best bière. All in all a crash course to learn how to enjoy life to the fullest.

Cultural/Context information for the jury

Swedish and French people are quite different from each other. Especially when it comes to their view on pleasure, treats and enjoyment. In general Swedes have a very Lutheran approach to life. Work and obligations always come in first hand and the room for pleasure is very limited and restricted to weekends and holidays. The French see things differently. For them pleasure and enjoyment is a must, every day. One could say that enjoying life is not only their number one priority, but also their key to happiness. So, getting Swedes to live more like the French do is not an easy task. But nonetheless an important one. The campaign generated 9.000 000 impressions.