Ulrich chose a picture taken by the legendary photographer Ross Halfin for his design, shot in May 2012 at the Stade de France. "Lars is the epitome of 'f*** Janteloven' mantra (referring to The Law of Jante, a pattern of group behavior towards individuals within Scandinavian communities which negatively portrays and criticizes individual success and achievement as unworthy and inappropriate)," says Carlsberg brand manager Rasmus Bendtsen.

"He 100% lives up to the message that is the whole idea behind the Stand Out Collection. Lars even suggested that we change the name of 'Carlsberg' to 'Larsberg'. He is a great partner."