JWT New York created this irreverent, memorable campaign for a retro candy from Cadbury/Adams. An underground Internet culture, with unsponsored groups on social-media sites, already surrounds the brand but this is its first mainstream ad effort in years. And it deserves a resounding ja (Swedish for yes). We all have friends, but there are lines we don't cross with them; this campaign, in a tongue-in-cheek manner clearly defines the only friend that people should consider eating: this iconic little red fish. The tagline is precious and catchy, and is bound to find its place in pop culture soon.