“The campaign revolves around a young man named Mads and his battle against the peer pressure from his friends. However to show the absurdity of how Danish youth often pressure each other into consuming more alcohol and tackle how normalised this kind of behaviour has become, we have replaced all alcohol in the scenes with red sausages.”

Find more about the campaign – Fuld af Liv (Denmark, September 2019) by TrygFonden and Danish Cancer Society.