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Mack Brewery (

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  • What we talk about when we can't talk about beer

    Located in Tromsø, Norway, Mack is the northernmost brewery in the world. They are being edged out by foreign beer brands, but strict Norwegian law forbid Mack to even talk about beer.

    Coincidentally, another North Norwegian specialty is under international pressure: cursing. Words like sh*t and f*ck are taking over for hæstkuk and fettoter. So if we can't talk about beer – let's save our proud cursing tradition instead!

    We created the interactive swear jar The mission: Collect as many creative cusswords as possible. For every word 1 NOK went into the jar. The money will be given to someone who has done a noble job in promoting Norwegian profanities. The winner can spend it however the f*ck he wants.

    Results: Government ministers sent angry letters. National press wrote critical articles. The Christian conservatives really hated it. But they don't drink much anyway. So we win.