Hobby Creative

With Riksgälden you can’t lose and therefore the concept ”Love winning but hate losing” seems blindingly obvious. What isn’t so obvious is the ways we chose to execute our strategy. Incredibly embarrassing clips from old tv-shows you think you might have seen before, appeared on the web and as tv adverts which kicked off a debate about their authenticity. To this date, no one knows whether they are or not. 

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Print Translation: To all of you who never became prom queen

”You did all you could. That innovative hairdo. The perfect make up. The weeks of dance practice and still the vote fell on someone else. How many losers does there really have to be for each ’someone else’? And how many girls with perfect nails yet broken confidence does there have to be after every prom?

This is for you, the ones that smiled and prepared for stage entry as they announced the winner. This is for you, who kept smiling although inside you were screaming ’It should have been me’. This is for you, who gave it all, but got nothing. For you we’ve created the premium bond. A savings option which gives you the chance to win but never ever run the risk of losing”.
 

Client: Riksgälden

Agency: McCann

Role: Art Director