Folkeautomaten 
Sometimes, it pays to relax

The online casino business in Sweden is crazy. There are hundreds of different casino brands fighting for attention, every ad break. And almost all focus their communication on instant action and gigantic jackpots.

 

Casinostugan - who have always had a "anti casino" approach to its advertising, wanted a way to tell people in Sweden that playing casino doesn't just have to be about quick cash or big wins, but that it sometimes pays to relax.

 Casinostugan 

Olof took it easy, came in last and was rewarded with 96.000 Swedish kronors (a 1000 kronors more, than the guy who gave it all he had, and came in first), and his very own national campaign about him - and his way to the bottom.

Production company: Line up film

Director: Preben Winther & Trond Hansen