BITE Focus


JMWGolin's Creative Director delves into the city's secrets, from where to try the best Swedish meatballs to cooking up a city-wide burger feast and IKEA's infamous pee-for-a-crib ad.

Samuel Garlöv, JMWGolin, Stockholm

Creative Director & Partner


I grew up in a smaller town an hour drive north of Stockholm. And growing up, I always knew that I would one day live and work in the big city. In my youth it was a mirage on the horizon but now for the last 12 years it has been home.

Someone once described Stockholm as the Venice of the North. There is some truth to it, even though Stockholm is both bigger, better and more beautiful. But still, both cities are built on islands; living in Stockholm you are always close to water. Even in the most urbanised areas you are only a block or two away from breathing in the fresh sea air and catching a glimpse of the commuter boats going between the city and the islands in the archipelago.

The city centre is a melting pot of history and modern architecture, and the openness of Swedish society is manifested in many ways. There are not many cities in the world that can say they have a buzzing nightclub next door to the Swedish equivalent of the White House. Have a cocktail on the stone steps of restaurant F12/Terassen in early summer and you might catch a glimpse of the Prime Minister leaving his office.

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The world’s friendliest chatbot

During the autumn of 2018 an online rumour spread like wildfire that kids were chatting online with a figure named “Momo”. According to the rumours, “Momo” made kids hurt themselves and others in what came to be known as the “Momo Challenge”. This made schools and Swedish media send out warnings, telling parents to get their kids off Internet. In the end it turned out there was no truth to the story. There was no “Momo”. But the damage to the internet was already done. Once again it was said to be an unsafe place for kids. Telia, Sweden’s largest Telco, wanted to demonstrate the positive sides of the internet, that it can be a place where people come together, meet new friends and are nice to each other. So, we created the complete opposite to the “Momo Challenge” and launched the “Mormor Challenge”. “Mormor” means grandmother in Swedish. “Mormor Challenge” became the friendliest chatbot online and kids that interacted with her were encouraged to be nice to one another online. The “Mormor Challenge" was launched on World Kindness Day and was shared online and written about in the very same media outlets that had helped spread the rumours about Momo.

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Go Here

Old Town and The Royal Castle. OK, you won’t be alone. There are lots of tourists! But it is a great experience to walk along the narrow, cobbled streets of the Old Town and watch the changing of the guards at the Royal Castle smack in the middle of the city. And if history is not your thing, have some of the best cocktails in town at Corner Club or Tweed Bar on Lilla Nygatan street.

Walk around Skeppsholmen. And visit The Museum of Modern Art on an island next to the famous Grand Hotel and newly renovated National Museum. Perfect for a morning walk with great sights of the city.

The Asian Saloon at Berns Restaurant. For a beer and check out the fantastic décor where Strindberg drank back in the day. 

Go Here:



Together with ad agency Åkestam Holst, Swedish IKEA is doing great work with the concept “Where life happens”. How about an ad for baby cribs that you can pee on to see if your pregnant? If positive you get a discount on that very same crib.

Eat Here

Sturehof is a must-visit classic. A traditional Swedish bistro that has been around forever, serving local fresh fish, lax and of course Swedish meatballs.

Flying Elk is a gastro pub located in Old Town. It’s owned by the famous Michelin star-chef Björn Frantzen. They serve tasty updated pub grub and there is a tunnel to Corner Club cocktail bar in the neighbouring building. A great combo.

Tjoget/Linje 10 for the Stockholm hipster experience. Crowded bar and fun restaurant with a menu influenced by the best Europe has to offer. A great place to start your evening or stay for the entire weekend.

Eat here:
Sturehof, Flying Elk & Tjoget


Smooth Dogg with Klarna Payments

Former Swedish start-up now digital payment giant Klarna has made payments sexy with their global Smooth Payments-concept. In their latest campaign to help them grow in the U.S, they teamed up with Snoop Dogg who became Smooth Dogg.

Guest Author

Samuel Garlöv, JMWGolin, Stockholm

Creative Director & Partner,


Samuel Garlöv has worked at JMWGolin since 2009. He has a background in communication and political science from Lund University and the University of California Santa Barbara. In recent years he has worked on campaigns for, among others, Coca-Cola, OLW, Microsoft, Free Dawit and The Absolut Company.

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