In the summer sun a boy plays hide and seek with his friends, later is rewarded with the most Swedish snack of all, in fact it's our version of peanut butter and jelly - a fish roe-paste on hardboiled eggs. Yes, us Swedes are crazy but don't knock it until you've tried it.

Advertising agency: GOSS
Production: Atmosfär.
Director: Jörgen Lööf


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.