Swedish actor Mikael Persbrandt's headshot was cropped and placed in the top of the poster for the Swedish movie "Mig äger ingen", deliberately or undeliberately causing the illusion of him wearing a variety of hats when placed on the older billboard along the streets of Sweden. Within hours images of characters portrayed by Persbrandt, notably as Beorn from the Hobbit, emerged on the internet wearing these "billboard hats".