(The Jinx)

Sports fans are beautifully irrational. So when Sweden needed to break through in the World Cup qualifiers, we stopped talking stats and started talking fear.

A national survey confirmed it: the jinx is Sweden’s most powerful superstition – feared more than black cats or Friday the 13th. So we did the only logical thing. We weaponised it.

The idea became a 360 campaign built on one move: if jinxing is real, let’s get the opposition to do it to themselves. We sent actor Adam Lundgren to “praise” Swiss, Slovenian and Kosovar fans into premature celebration – turning confidence into a trap. To anchor the stunt in reality, we brought in a traditions expert to spark the broader conversation.

Result: Massive earned noise and national conversation, with coverage and appearances on outlets like Nyhetsmorgon and P4 – and a campaign that made superstition feel like strategy.