Swedes’ relationship with alcohol is a tricky one at best. Social context, traditions and new trends dictate how much and how often we drink – sometimes even if we don’t want to.
But to talk about how this affects us, how these unwritten rules influence our actions, is generally an avoided topic - a topic even frowned upon. This Alcohol Contract that binds us is widely accepted in Swedish society and to challenge it is very stigmatized.
To help Swedes rewrite these unspoken rules we literally brought them to life.
Through movies, SoMe ads, podcasts, and a set of tools shared via a Facebook page we urged our audience to reflect on their own behaviour and how they are affected or affect others.
The campaign was very well received, but the only number that matters is that more than 46.500 young men and women challenged and reviewed their own Alcohol Contract.
Which unwritten rules affect you?
Selected Works
Bullying DOOHsFriends & Ocean Outdoor
Trygghet för livetTrygg-Hansa
Sjungande KommentatorerStryktipset
It's just fruit.Froosh
<3 RegnHalebop
PIX!Trav & Galopp
Stryktipset LeagueStryktipset
Visual IdentityHalebop
Grönborg LiveOddset
Janne WalkOddset
The Junior ForecastKronans Apotek
Prix d’AmériqueTrav & Galopp
Flyg Med MondoAR Filter
The Sweden/Iran shirtOddset
Street TalkFaktum
Road to GoldOddset
Catch Magic HourPeak Performance
Oddset TestsODDSET
Oddset ProfilesODDSET
Come in and talk to usKronans Apotek
Keep in touchHALEBOP
Do whateverHalebop
Bake the world a better placePOLARBRÖD
The Memory CloudTRYGG-HANSA
The Transparency CheckupTRYGG-HANSA
Lifebuoys that save livesTRYGG-HANSA
Searching for TottenhamSTRYKTIPSET
The Lust GeneratorKronans Apotek
The React RelayNike
Erotic Short PodsKronans Apotek
Premier HaircutsSTRYKTIPPSET
Sweat IncludedUrbanears
The book of Swedish FlatbreadPOLARBRÖD
Around the GlobeJarlsberg
SingellivTV4
Kauko CafeHelsinki Design Capitol
Torsgatan 2
11123 Stockholm
Sweden
Klas Lusth (CEO)
klas@perfectfools.com
Ann Ystén (CEO)
ann@perfectfools.com