Systembolaget Abroad.
A state monopoly is quite an exotic concept outside the Nordics. So what happens when we take Systembolaget’s responsible way of selling alcohol out into the world?
Well, people wonder what the hell we're doing. Which is great, because it gives us the chance to explain why we do things the way we do, and the amazing results that come with it — turning sustainability data into entertainment.
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Well, people wonder what the hell we're doing. Which is great, because it gives us the chance to explain why we do things the way we do, and the amazing results that come with it — turning sustainability data into entertainment.
A collaboration between Kurppa Hosk, Giants & Toys and The Producers. Directed by Filip Tellander.
Systembolaget has a mandate from the state to sell alcohol responsibly. As part of this mission, they also have a responsibility to inform the public about how this unique business model impacts public health and sustainability.
Historically, this data was published in a brochure — read by almost no one. Systembolaget asked us to find a new way to package the data, something that could actually cut through the noise. So, we created a sitcom full of boring data for social media.
Historically, this data was published in a brochure — read by almost no one. Systembolaget asked us to find a new way to package the data, something that could actually cut through the noise. So, we created a sitcom full of boring data for social media.
Across 14 episodes spanning four seasons, we followed Swedish pop star E-type as he educated people around the world about our responsible approach to alcohol sales.
But who watches branded content from a state-owned company, you might ask? Well, quite a few, it turns out. The results: Over 40 million impressions, with record-breaking engagement and awareness rates. Not bad for a branded content campaign from a state-owned company about sustainability data.
But who watches branded content from a state-owned company, you might ask? Well, quite a few, it turns out. The results: Over 40 million impressions, with record-breaking engagement and awareness rates. Not bad for a branded content campaign from a state-owned company about sustainability data.
Season 1: Bolaget vs Big Business
E-type is pitching the business idea to seasoned business professionals. They’re intrigued. And confused.
E-type is pitching the business idea to seasoned business professionals. They’re intrigued. And confused.
Season 2: Systembolaget in Latin America
E-type is eager to tell the world about responsible sales, but he’s having trouble getting through to the locals.
E-type is eager to tell the world about responsible sales, but he’s having trouble getting through to the locals.
Season 3: Bolaget at the beach
E-type isn’t one to give up. Maybe the people at the beach will understand the concept of responsible sales. Spoiler alert: they don’t.
E-type isn’t one to give up. Maybe the people at the beach will understand the concept of responsible sales. Spoiler alert: they don’t.
Season 4: Into the wild
E-type is joining a rural expedition and making some new friends. But their patience starts to wear thin when he keeps going on about sustainability.
E-type is joining a rural expedition and making some new friends. But their patience starts to wear thin when he keeps going on about sustainability.
This wonderful project is a collaboration between Kurppa Hosk, Giants and Toys and The Producers. It was one hell of a ride.
Jakob Eriksson
Art Director/Creative
Stockholm
Art Director/Creative
Stockholm