"Det är dags för Fredagsmys" means literally "It's time for the Friday cozy" and we don't mean a tea-cozy. It's time to jump into the couch, put on a movie and maybe a cuppa, have the whole family join be you one or twenty and watch a bit of telly together. Screw "expand market share", own the entire market by owning the expression for this phenomena. Well played, Olw.

Director: Jens Sjögren Production: B-reel

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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.