Viral video for play-it-safe initiative from Svenska Spel: "Spela Lagom”

Svenska Spel is the state-owned company operating in the regulated gambling market in Sweden. In 2009, they wanted to increase awareness on how gambling might affect people. In certain situations, except for being thrilling and fun, gambling might have a negative effect on people – especially in the heat of the game. The takeaway message for the target group was to think twice before they gamble, and Play it Safe.

Knowing the obvious implications of telling adults how they should properly act, our solution was to approach the issue in a relaxed and humorous way. We created a series of online videos showing how even the most harmless and harmonic games can evolve into disasters. That is, if you don’t keep your head cool when things are heating up. The campaign proved to be appreciated by online and TV viewers not only in Sweden, but all over the globe.



15,000,000+ views from TV editorials
14,000,000+ online views
10,000+ likes, shares and comments
6,800+ PR mentions


Want to get nitty gritty on this one? Let Henrik walk you through it: +46 (0) 70 755 47 82 or


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