January 25, 2021

Prix d’Amérique

Prix d’Amérique is the largest and the most important trotting race in the world. It’s crazy, prestigious, fun, exciting. The Swedish trot community love it, and every year some travel all the way to Paris to witness the event in person.

This year, that’s impossible due to the corona travel restrictions. So, together with the creative design studio Superfiction in South Korea, we made an ad that captures some of the Prix d’Amérique magic, giving trot lovers a way to at least dream their way to the biggest event of the year.

December 16, 2020

Christmas Carol Commentary

The 26th of December, known as "Boxing Day", is a traditional day of football in Great Britain. The whole family gather to watch teams from the Premier League and The Championship play eachother.

However, this tradition is not as rooted in Sweden. As this year's "Boxing Day" falls on a Saturday, many Swede's who bet on Stryktipset will face a hard time convincing the rest of the family to watch football in the middle of the holidays. With a record breaking 25 million SEK Jackpot, you don't want to miss out on how your betting is going.

Therefore, we've teamed up with Stryktipset and two of Sweden's most famous singers - Andreas Weise and David Lindgren - to make sure that you can enjoy the football without disturbing the Christmas peace. On the 26th, they will give a two hour long radio concert singing live commentary to the tunes of Christmas classics such as Silent Night, Jingle Bells and Winter Wonderland. Tune in 4 p.m. at radioplay.se for an unforgettable evening!

December 15, 2020

Shortlisted x2

We're happy, proud and excited to be shortlisted in 100-wattaren together with Stryktipset and Halebop.

Stryktipset is shortlisted in the "Long term branding" category and Halebop is shortlisted in the "Consumer Multi" category with the campaign <3 Regn.

We're all feeling lucky to be working with clients like these!

October 13, 2020

Nature or nurture?

What determines if you become a successful athlete? Is it your DNA? The environment you grow up in? Or does practice make perfect?

We delve into the question together with Oddset and Swedish long jump star Michel Tornéus in this new ad. Have a look!

October 7, 2020

Blurred (guide)lines

Even though Sweden has managed to stay relatively open this past six months, there's been clear guidelines and recommendations on how to behave in order to stop the spread of covid-19.

But when we drink alcohol, these guidelines become somewhat blurry, and we are much more likely to forget to follow them. Together with our client IQ we wanted to remind people that it's still just as important to practice social distancing and wash our hands when we're having drinks with some friends.

To really get the message through, we made a pastiche of the guideline-communication that the Swedish authorities have used to inform the public and backed the campaign with a national survey on alcohol and carelessness in the times of corona.

September 21, 2020

Vive le PIX!

We are helping our client Svenska Spel Sport & Casino to enter the horse betting market and launch their new sub-band Svenska Spel Trav & Galopp, offering betting on Swedish, French and other international horse racing. By collaborating with the French betting company PMU, Swede’s will now be able to bet on Europe’s biggest horse races and betting pools for the first time ever.

For the launch campaign, we’re highlighting the new betting product “PIX!” - a fun and easy way to discover the new horses and races. And we’re doing it all en français! In the campaign, the French aren’t as thrilled about the news. And who could blame them, now that Swede have access to their races and pools?

September 10, 2020

Introducing: Stryktipset League

Since the 1930's, hundreds of thousands of Swedes have made it a ritual to submit their pool betting coupons every Saturday, picking the correct outcome on a coupon featuring 13 English football matches. The ritual is also known as Stryktipset.

Together with our client Svenska Spel Sport & Casino, we created the platform Stryktipset League. Now you’re able to create and join leagues to challenge friends, co-workers or other Stryktipset-fans all over Sweden on who’s the main expert on English football.

Join at www.stryktipsetleague.se

June 10, 2020

It’s raining Gig

We teamed up with our client Halebop and singer Daniela Rathana to create this year's "sommarplåga" - a new version of the classic tune 'Regn hos mig'.

Why? Well the Swedish summer is not all sun and fun. There are more than a few rainy days where we spend our time inside. So whenever it rains this summer - Halebop will give you free gigs to surf for.

May 11, 2020

Say hello to Tobias!

Tobias Brandt, the new Strategy Director at Perfect Fools, is in the office! Well, technically we’re not working at our regular office right now, but Tobias is taking on the role of leading and developing the strategic work of Perfect Fools from his home office. Tobias joins us from Grow, where he served as Head of Strategy. He has over 15 years of experience from developing and commercially activating brands with a digital core.

“Today it’s probably more important than ever to be able to combine quick and creative solutions with a clear and long-term positioning of a brand. That’s why I feel so excited to contribute with my deep and wide experience of brand strategy to Perfect Fools. It’s a place where innovative ideas, that can quickly become reality, are being produced daily” says Tobias.

Ann, our CEO, is very pleased with Tobias choosing to join Perfect Fools.

“Even if the circumstances are special, we’re almost overly excited to welcome Tobias to Perfect Fools. With his background as Head of Strategy at one of Sweden’s most successful brand development agencies, and with his long experience of developing both brands and organizations, he’s the right person to lead and develop our strategic department. We have grown from being one of the world’s sharpest digital production agencies to become one of the most awarded communications agencies in Sweden, without giving up our digital DNA. Tobias is the perfect fit for the role as he has a unique combination of both strategic and digital competence. Seeing him joining the agency is a dream come true” says Ann.

April 1, 2020


The covid-19 virus has had a devastating impact on society since its outbreak. As local small businesses are among those who are hurting financially, we created the non-profit initiative kvarterskompis.se to make it easier for people to financially support them.

As a small business owner, it's easy to register your Swish number using the platform and it's just as easy for people to locate their favorite local café, bar, store etc. and send them a donation using Swish. Every penny will, of course, go directly to the businesses.

Please #supportyourlocal in this crisis. They need us!

Perfect Fools

Torsgatan 2
11123 Stockholm

New biz

Ann Ystén (CEO)

Ann Ystén (CEO)