For the 2025 Ice Hockey World Championship in Stockholm, Svenska Spel Sport & Casino, in collaboration with Perfect Fools and media partner Tre Kronor Media, is bringing fans closer to the action than ever before — both on and off the ice.
Introducing “Sam Hallam Live”: a unique initiative that captures and streams real-time biometric data from Team Sweden’s head coach, Sam Hallam. Throughout the entire championship — not just during games, but also during press conferences, tactical meetings, and downtime — fans can literally take the coach’s pulse and track his stress levels.
This live data feed offers a raw and revealing glimpse into how pressure, tension, and focus play out in the body of the man behind the bench. Whether it’s a nail-biting third period or a quiet moment in the locker room, “Sam Hallam Live” invites fans into the emotional core of the tournament.
“To visualize something as human as nervousness or determination — in real time — is incredibly powerful. It makes the sport feel even more alive,” says Desiré Engström, Copywriter at Perfect Fools.
The experience is live from May 5 to May 25 at SamHallamLive.se, where fans can explore moment-by-moment pulse data, along with post-game visual summaries that highlight the most emotionally charged moments of each match.
“This is a fun opportunity to give back to the fans and bring them closer to the rink than ever before,” says Sam Hallam, Head Coach of Team Sweden.
“Personally, I’m curious to see the data too — I have no idea how my body reacts during a championship.”
The campaign redefines what it means to “take the coach’s pulse.” It plays out across digital and social channels, as well as select outdoor media placements throughout the tournament.
“We wanted to make the drama even more tangible. Not just what’s happening on the ice, but the mental game taking place behind the scenes,” says Ken Söderqvist, Brand Manager at Oddset, Svenska Spel Sport & Casino.
The internationally acclaimed museum Fotografiska has chosen Perfect Fools as a strategic and creative partner to strengthen its presence on social media and build brand awareness worldwide.
Fotografiska was founded in 2010 and has since expanded to become a global network of modern photo museums, with locations in Stockholm, Berlin, Shanghai, Tallin and soon Oslo. Fotografiska is world-leading in photographic and visual art, but also offer a full experience beyond. Fotografiska has created a unique platform where art meets contemporary debate and innovative experiences.
Perfect Fools will be responsible for strategy, content creation and management of Fotografiska's global social media channels to drive engagement and attract visitors to the museum's international locations. The assignment aims to strengthen Fotografiska's global presence and create a unified but locally relevant communication in the different markets.
– "Fotografiska has a fantastic ability to combine contemporary art with a strong narrative and a unique visitor experience. Our task will be to extend that experience to digital channels and create a presence in social media that engages both current and future visitors. To be able to work with such a visually and conceptually strong brand is a dream for a creative agency. Our goal is to create content that not only attracts attention, but also reinforces Fotografiska's identity and role as a global cultural player", says Klas Lusth, CEO of Perfect Fools.
– "We want to inspire people all over the world through powerful images and stories. Perfect Fools has shown an impressive understanding of how we can create greater impact in social media and we are looking forward to our collaboration", says Shailyn Shah, Global Social Media Director at Fotografiska.
Perfect Fools has develop a new creative concept launching across all Nordnet markets: Sweden, Denmark, Norway, and Finland.
The first campaign introduces a fresh approach to financial communication, focusing on making saving both inspiring and enjoyable – encapsulated by the concept of “sparglädje,” or the joy of saving.
“Saving is often presented as a rational, responsible thing to do – something every financially sensible adult should prioritize. But by focusing solely on the practical aspects, we tend to overlook how fun and rewarding saving can actually be. Learning about stocks and funds makes it even more exciting,” says Desiré Engström, Copywriter at Perfect Fools.
Drawing inspiration from the retail world, the team at Perfect Fools aimed to simplify Nordnet’s offerings while making saving more appealing.
A central element in the campaign is a Nordnet-turquoise box. By presenting stocks and funds in a tangible, recognizable format, the concept creates a distinctive and engaging visual identity.
“Communicating financial and digital products can be challenging, as there’s often no physical product to anchor the message. With this solution, we’ve found a way to make Nordnet’s offerings more tangible while lowering the barrier to entry, inspiring more people to explore saving in stocks and funds,” explains Nayeli Kremb, Creative Director at Perfect Fools.
The box is showcased in environments and expressions inspired by retail, positioning saving as a meaningful alternative to shopping and consumption.
“Many people enjoy shopping for the short-lived satisfaction it provides. With our new concept, we aim to show that saving can be just as exciting – if not more so. Learning about stocks and funds, watching your money grow, and seeing new opportunities unfold is a lasting, thrilling experience,” says Jeremy Phang, Creative at Perfect Fools.
The campaign will run across TV, outdoor, and digital channels, with Nordnet hoping the new approach will make saving more desirable and accessible to a broader audience.
“This concept is a way for us to strengthen our position in the Nordics and challenge expectations around saving. We want to do something different – something inclusive and curious that brings a smile to people’s faces. By making saving and investing joyful and approachable, we take an important step toward making stocks and funds more accessible to everyone,” says Jeanette Eliasson, Nordic Marketing Manager at Nordnet.
Launching in late December across the Nordics, the campaign marks the start of a long-term effort to reshape how people perceive saving and investing in stocks and funds.
Perfect Fools has developed an exciting new campaign for Svenska Spel’s brand Oddset, bringing humor and a touch of nostalgia to the conversation about progress in sports and betting. Titled “Everything Wasn’t Better Back in the Day,” the campaign highlights how far sports – and Oddset – have come since its inception in 1986.
What was really better back in the day? While sports may have been more carefree in some ways, they certainly weren’t always safer or more professional. For instance, hockey goalies once played without face masks, and the nightlife habits of some athletes in the ’90s were less than exemplary.
For Oddset, the campaign serves as the perfect metaphor for its own evolution. While proud of its heritage as the “original” Swedish betting brand, Oddset recognizes the value of continuous improvement. The campaign shines a spotlight on Oddset’s newly refreshed design and expanded offerings, reflecting its commitment to modernizing while honoring its history.
“Oddset has been a part of Swedish sports culture for decades. We’re proud of that, but we can also admit that not everything from the past was perfect. Comparing our evolution with changes in sports is an honest and playful way to communicate,” says Ken Söderqvist, Brand Manager at Oddset, Svenska Spel.
Central to the campaign are lighthearted films that draw parallels between Oddset’s upgrades and milestones in sports history – from the introduction of hockey masks to the shift toward healthier lifestyles for athletes.
“Oddset now boasts a broader range of betting options and a sleeker logo, among many other updates. It’s not quite as revolutionary as moving from no hockey mask to a flimsy piece of plastic, but the comparison makes for a fun and memorable story,” says Petter Esbjörnsson, Creative at Perfect Fools.
The films, produced in collaboration with FLX, are the heart of a multi-channel campaign that includes digital, social, and outdoor media. With a humorous and self-aware tone, the campaign reinforces Oddset’s position as a trusted and evolving player in the betting market.
“Through this campaign, we not only celebrate how Oddset has grown but also invite sports fans to reflect on how progress – whether in sports or betting – makes the experience even better,” says Nayeli Kremb, Creative Director at Perfect Fools.
The “Everything Wasn’t Better Back in the Day” campaign launches this month and is set to engage audiences across Sweden, reminding them why Oddset remains a favorite among sports enthusiasts.
We are excited to announce that after a successful pitch this spring, Perfect Fools has won Nordnet as a new client. The collaboration will span all Nordic markets and aims to drive Nordnet’s already impressive growth journey even further. With over two million customers, Nordnet has established itself as the leading digital platform in the Nordics for savings and investments, and we are thrilled to be part of their next phase of growth acceleration.
Perfect Fools will be responsible for developing a new communications concept for Nordnet, focusing on strengthening the brand and driving deeper engagement with both existing and new customers. The concept, set to launch later this year, will be produced in collaboration with Nordnet’s in-house agency and will roll out across all Nordic markets.
“We are incredibly proud that our offer as a personal, creative, and innovative agency resonated with Nordnet during the pitch. Nordnet has already built a strong position in savings and investments in stocks and funds, and we look forward to contributing our creativity and strategic expertise to help elevate their growth to the next level,” says Klas Lusth, CEO of Perfect Fools. “This is an exciting journey ahead, and we are confident that together with Nordnet, we can create communication that truly makes a difference.”
Jeanette Eliasson, Nordic Marketing Director at Nordnet, comments on the partnership: “We see Perfect Fools as the perfect partner to help us reach our growth goals. Their creativity and ability to think outside the box will be crucial as we enter the next phase of our brand journey. We look forward to launching our new concept, which, combined with an already strong brand and increased media investments, will reinforce our growth and strengthen our brand position.”
This partnership marks an exciting new chapter in both Nordnet’s and Perfect Fools’ growth journeys, with the concept expected to make an impact across the entire Nordic region.
Svenska Spel Sport & Casino has been collaborating with Perfect Fools as its advertising agency since 2017, and now chooses to also place its media buying with the agency as part of Perfect Fools’ new offering PWRD By Tre Kronor Media.
"Our decision to utilize Perfect Fools' expanded media services is a strategic move to strengthen our market presence and efficiency. We find the offering exciting and see clear synergies with the solution that has been presented. We now look forward to the innovative and targeted campaigns this partnership will result in," says Martin Nordenhem, Chief Marketing Officer, Svenska Spel Sport & Casino.
This new chapter in the collaboration between Perfect Fools and Svenska Spel Sport & Casino, which already spans over seven successful years, is not just a continuation but an evolution of an already fruitful relationship. This new initiative for a fully integrated advertising and media agency responsibility under the Perfect Fools banner is a further step towards their joint ambition to try new things and improve together.
"Svenska Spel Sport & Casino choosing our new offering confirms the value of our integrated model and our ability to provide comprehensive strategic and creative solutions that meet today’s complex market needs with creativity at the core," says Klas Lusth, CEO, Perfect Fools.
"This merger of services is not only a sign of innovation within the industry but also a milestone for us at Tre Kronor Media. Uniting our strengths with Perfect Fools opens up new dimensions of advertising and media strategies that will benefit Svenska Spel Sport & Casino in ways previously not possible," says Niclas Fröberg, CEO, Tre Kronor Media | a Making Science Company.
Through this development, Perfect Fools PWRD BY Tre Kronor Media takes comprehensive responsibility by offering Svenska Spel Sport & Casino a combination of creativity and media strategy. The collaboration led by Perfect Fools leverages people, skills, and tools from both organizations to create fully integrated teams and solutions, aiming to streamline processes and maximize the impact of market investments.
We're genuinely honored to have our work with Halebop and Skansen Baltic Sea Science Center recognized with nominations at the Guldägget Awards. These nominations are not just a testament to our team's creativity and hard work but also to the fantastic collaborations we've had with our clients.
Working closely with Halebop and Skansen, we've been able to break new ground and push the boundaries of what's possible in digital and audio marketing. These projects, "Bopcast" for Halebop and "Sjörapporten" for Skansen, stand as examples of what can be achieved when we combine our creative and strategic capabilities with the vision and trust of our clients.
We want to extend a heartfelt thank you to our partners at Halebop and Skansen Baltic Sea Science Center. Your belief in our ideas and your willingness to embark on these creative journeys with us have been instrumental in bringing these campaigns to life.
Perfect Fools is thrilled to welcome Photowall, a pioneer in personalized wall art, as our newest client. This exciting collaboration marks the beginning of a global partnership that aims to expand Photowall's reach across the digital landscape while showcasing the enhanced media capabilities of Perfect Fools, now powered by our recent integration with Tre Kronor Media.
Founded in 2006 by Niklas and Charlie Johansson, Photowall has established a significant global footprint, operating in over 20 countries. The company's consistent growth and commitment to quality have made it a leader in the personalized wall art market. This partnership with Perfect Fools is set to propel Photowall's journey forward, bringing innovative digital marketing strategies and creative excellence to the forefront of their global expansion.
During the selection process, Photowall was particularly impressed with Perfect Fools' deep understanding of the digital marketing landscape and our creative approach to brand storytelling. "Perfect Fools' strategic insight and creative execution during the pitch process truly stood out. Their expertise in digital channels and influencer collaborations aligns perfectly with our growth ambitions," said Linda Johansson, CMO at Photowall.
This partnership not only signifies an important milestone for Photowall in its quest to captivate a broader global audience but also highlights Perfect Fools' commitment to delivering groundbreaking marketing solutions. By focusing on innovative digital channels and influencer collaborations, our goal is to further elevate Photowall's position as the premier choice for custom wall art enthusiasts around the world.
"We're honored to partner with such a forward-thinking company like Photowall. Their impressive trajectory in the personalized wall art space is inspiring, and we're excited to contribute to their continued success on a global scale," shared Klas Lusth, CEO and Executive Creative Director at Perfect Fools.
As we embark on this creative journey together, we look forward to breaking new ground and setting new benchmarks in the world of digital marketing and personalized home decor. Welcome to the Perfect Fools family, Photowall. Here's to a future where creativity and innovation lead the way.
We're proud to announce that Perfect Fools has been awarded at Eurobest for our campaign "Wake Up to the World Cup" for Svenska Spel. This recognition is particularly exciting for us as it showcases our ability to craft compelling narratives that not only resonate with audiences but also achieve outstanding creative and strategic results.
This campaign was designed to engage football fans across Sweden, capturing the excitement and anticipation of the World Cup. Our approach blended innovative storytelling with immersive experiences, creating a campaign that stood out in a crowded market and captured the hearts of fans nationwide.
Winning at Eurobest is a testament to the hard work and creativity of our team, and the fantastic partnership we have with Svenska Spel. Together, we've managed to turn a simple campaign into an award-winning masterpiece that has been recognized on an international stage.
A huge thank you goes out to everyone involved in making this campaign a success. From our dedicated team at Perfect Fools to our collaborative and forward-thinking clients at Svenska Spel, this win is a reflection of what we can achieve when we combine creativity, strategy, and a deep understanding of our audience.
