Have fun with Svenska Spel Casino
Perfect Fools, Giants and Toys and Svenska Spel Casino are turning your boring downtime into playtime.
)
Advertising agency Perfect Fools has launched Ha så kul! (Have Fun!), a new communication concept for state-owned gambling company Svenska Spel Casino.
Marking the brand’s first external communication in seven years, the campaign shifts away from industry-standard loud messaging and intrusive bonuses to focus on warmth, humour, and welcoming entertainment.
The concept, built around an incurable optimist's attitude, embraces the unpredictable "downtime" of everyday life, like train delays, phone queues and quicksand puddles, and turns those moments into opportunities for fun. Gustav Egerstedt of Giants and Toys directed the films for the campaign, bringing these humorous, obstacle-defying scenarios to life.
"We want to offer real entertainment. In a category where everyone is shouting, we choose to speak with warmth, humor, and a heavy dose of self-awareness. It's about respecting the recipient's time and turning different moments into something enjoyable," says Thomas Bertilsson, Brand Manager at Svenska Spel Casino.
Developed alongside sister agency Tre Kronor Media, the integrated strategy ensures the campaign's creative ideas and media placements trigger precisely when everyday downtime occurs.
"It is incredibly exciting to see how our long-standing collaboration with Svenska Spel continues to evolve and bear fruit. We are very proud to showcase the power of our integrated model alongside Tre Kronor Media. By blurring the line between idea and placement, we have created a concept that can truly make a difference in a challenging category," says Klas Lusth, CEO and Executive Creative Director at Perfect Fools.
The nationwide launch begins immediately across film, outdoor advertising, and contextual digital placements.
