The Swedish sandwich spread Kalles Kaviar is mostly enjoyed with hardboiled eggs. So, instead of telling people how good Kalles tastes, the app is an egg timer that not only provides advanced settings to boil your egg, it generates iTunes playlists. When the music stops your eggs are perfect. The online version gave people a step by step guide of how to boil the perfect egg and an egg timer that generated Spotify playlists. The campaigns main purpose was to place Kalles Kaviar among other spreads and cold cuts that you have on your sandwich. The 50.000 app downloads and the 11.500 competition entries strengthened the egg-kaviar connection and indirectly increased Kalles’ sales. My Role: Creative Lead / Art Director Read Less