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

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.

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