In 2016 Aalborg Akvavit premiered tier annual Juleakvavit. At the time it was tradition for the Juleakvavit to be decorated by a local Aalborg artist. In 2016 the artist was the rapper and poet Jonny Heftig. Jonny Heftig was a bold choice as his rowdy and chaotic persona wasn’t the obvious choice for a legacy brand such as Aalborg Akvavit.
This perceived mismatch became the main concept of the film, showcasing Jonny’s poetic side while not abandoning the chaos.