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.
