Creative & Art Director: Sandra Alwan
Creative: Linus Häggman
Creative: Emily Ehn
What we imagine Swedish National Day to be isn't how most of us actually celebrate it. In reality, it's often just another public holiday and a day off. But what if we gave it a tradition that people already love? One that brings people together and gives the day a stronger sense of identity. Introducing Nachonaldagen – a day of celebration, great food, and good company, built around one of Sweden's most beloved traditions, tacos. National Day is closely tied to the national anthem, a melody everyone recognises, yet few know the words to. In the lead-up to and during Nachonaldagen, we bring those lyrics back to life by pairing them with the most Swedish ritual of all: tacos. Splay One Stockholm, 2026