Love winning but hate losing? That’s the concept from which Riksgälden, the Swedish National Dept Office, communicates it’s Lottery Bonds. It’s a win-win product which means you can win a million, but always get your money back even if you don’t win. Simply – you can’t lose. The campaign comes in different shapes and forms. Sometimes bold and obvious, …sometimes under camouflage. Yet it talks to only one person. The bad loser inside us all.

The campaign launched it’s message 'Love winning, but hate losing' though outdoor and ambient media, printads, films, websites, banners, microsites and virals. We even wrote a song.

The campaign has had a massive viral spread in Sweden with more than 1,5 million views on Youtube as well as hundreds of blogs and discussion forums. The authencity of the films has even been up for discussion in national tv- and radio shows. And the popularity of the concept is maybe most proven by the fact that we got Sweden's former Prime Minister to take part in the fun of being a bad loser last year. However, most importantly of all, the campaign has given 100.000 new customers and improved the relative preference of The National Debt Office as a prefered savings institution for the Swedish people with 150%.