Fika is a somewhat more relaxed and spontaneous version of the brits afternoon tea – is as Swedish as ABBA. It's a daily tradition where you gather with your friends to enjoy pastries and coffee. To say that swedes simply like their fika is an understatement. They love it. 

In this campaign, 7-Eleven Sweden depicts their customers' passion for pastries – taking it all the way – by showing passionate sweet-toothed swedes giving their fika some sweet lovin'.

The strategy was to put the product in the spotlight and show in an emotional way how much people love it. With a small media budget, we needed to find an idea so interesting that people would not skip the ad.