In a category often dominated by clinical design and pure performance optimization, Wave stands out. Packed with 20 grams of protein per can, this new functional beverage is designed for the active lifestyle, but the brand identity signals something different: a return to enjoyment.

Perfect Fools was responsible for the entire brand journey—covering brand strategy, visual identity, packaging design, and communication concepts.

Breaking the "Generic" Mold

The design team looked back to look forward. By channeling the aesthetic of mid-century surf culture, the brand moves away from the aggressive typography and dark colors often found in sports nutrition.

"We saw an opportunity to create something that breaks away from an otherwise generic category. The design is built on a nostalgic yet powerful aesthetic rooted in 50s surf culture—a time when recovery was about quality of life, not just optimization. It became a creative playground where both feeling and function could take space," says Jocke Jonasson, Creative at Perfect Fools.

Born from experience

Wave is the brainchild of André Lindkvist. After an extended stay in Australia, Lindkvist realized the market lacked a protein-rich alternative that was refreshing, tasty, and easy to grab on the go. He founded the company to fill that gap.

"I wanted to create a product I missed myself. Something functional and accessible that actually tastes good and works immediately after training, but can also be part of an active everyday life. Wave is more than just a recovery drink; it’s an energy giver in motion," says André Lindkvist, Founder of Proteinvatten Sverige.

A sun-bleached identity

The visual identity is characterized by colorful, sun-bleached tones and a playful layout inspired by vintage surf posters, beach life, and classic functionalism. The result is a brand that feels as natural in a gym bag as it does in a beach cooler.

For Perfect Fools, the project was an exercise in long-term brand building.

"There is a freedom in building a brand from zero, but also a responsibility. We wanted to create something that holds together over time, signaling energy, taste, and quality. This is a drink that stands on its own two feet—and says something about the person who chooses it," Jonasson continues.

Wave launches during Q4 across digital channels and selected retailers, aiming to challenge both the protein category and the visual norms of functional products, ready to make a splash.

For Perfect Fools, this marks the first major new client win since the agency’s new ownership structure was established this summer, when Tre Kronor Media and international marketing and technology company Making Science became partners. The collaboration represents the start of a new chapter where creative excellence, media intelligence, and technological innovation come together to build brands that truly matter to people.

“It’s incredibly exciting to work with such iconic brands as Ving, Spies, and Tjäreborg. But what makes this assignment truly inspiring is having a client that is both ambitious and brave—willing to challenge conventions and explore new ways of collaborating to create communication that makes a real difference. That’s exactly the kind of challenge we love to take on at Perfect Fools,” says Klas Lusth, CEO at Perfect Fools.

A collaboration built on shared values

The dual-agency setup was initiated by NLTG itself, recognizing the potential to combine the strengths of two creative cultures. By bringing together Perfect Fools and Robert/Boisen + Like-Minded, NLTG aims to ensure a strong Nordic perspective and a unified team built on shared values.

“These are two agencies that complement each other in a unique way, both with strong strategic and digital capabilities grounded in consumer insights and bold ideas. We’ve also involved creatives from Norway and Finland early on to ensure that the concept resonates powerfully across all markets. We’re confident that this partnership will amplify our communication and create a creative universe that delivers even greater impact from our investments,” says Camilla Everberg, Chief Marketing, Sales & Digital Experience Officer at NLTG.

A joint Nordic working group is now established, collaborating closely with NLTG’s central marketing teams in both Stockholm and Copenhagen. The ambition is to craft a powerful, emotionally resonant communication platform that works seamlessly across the region while maintaining local relevance and nuance in each market.

For Perfect Fools, the win is not only proof of momentum in its new phase but also a reflection of the agency’s philosophy of modern collaboration. Just as with Tre Kronor Media and Making Science, the partnership with Robert/Boisen is about challenging traditional structures and building flexible, courageous teams that share responsibility and vision.

When creativity, media, and technology meet without hierarchy, the result is communication that is relevant across markets and truly moves the business.

The first joint campaign universe for NLTG and its brands, including Ving, will launch later this year.

This move marks the beginning of an exciting new era for Perfect Fools. Together with Tre Kronor Media, and with the resources and global network of Making Science Group, we gain even greater strength to combine creativity with data-driven communication. With access to world-class technical expertise and some of the world’s leading tech partners, we can further scale our Nordic offering and create communication that truly makes a difference for our clients.

– We are incredibly excited about this new chapter. It gives us a solid foundation and, at the same time, opens up completely new opportunities for growth and innovation, says Klas Lusth, CEO of Perfect Fools.

Our creative capabilities are also expanding as we welcome Jocke Jonasson to the team. Jocke is one of Sweden’s most renowned and internationally awarded creative directors. Over his career he has won Cannes Lions Grand Prix in both film and print, been named Advertiser of the Year in Cannes, and co-founded the legendary agency Paradiset. His experience, vision, and bold creative energy will play a central role in taking Perfect Fools to the next level.

The future of Perfect Fools is about creating groundbreaking communication at the intersection of creativity and technology – with more colleagues, new clients, and stronger capabilities than ever before.

Introducing “Sam Hallam Live”: a unique initiative that captures and streams real-time biometric data from Team Sweden’s head coach, Sam Hallam. Throughout the entire championship — not just during games, but also during press conferences, tactical meetings, and downtime — fans can literally take the coach’s pulse and track his stress levels.

This live data feed offers a raw and revealing glimpse into how pressure, tension, and focus play out in the body of the man behind the bench. Whether it’s a nail-biting third period or a quiet moment in the locker room, “Sam Hallam Live” invites fans into the emotional core of the tournament.

“To visualize something as human as nervousness or determination — in real time — is incredibly powerful. It makes the sport feel even more alive,” says Desiré Engström, Copywriter at Perfect Fools.

The experience is live from May 5 to May 25 at SamHallamLive.se, where fans can explore moment-by-moment pulse data, along with post-game visual summaries that highlight the most emotionally charged moments of each match.

“This is a fun opportunity to give back to the fans and bring them closer to the rink than ever before,” says Sam Hallam, Head Coach of Team Sweden.

“Personally, I’m curious to see the data too — I have no idea how my body reacts during a championship.”

The campaign redefines what it means to “take the coach’s pulse.” It plays out across digital and social channels, as well as select outdoor media placements throughout the tournament.

“We wanted to make the drama even more tangible. Not just what’s happening on the ice, but the mental game taking place behind the scenes,” says Ken Söderqvist, Brand Manager at Oddset, Svenska Spel Sport & Casino.

Fotografiska was founded in 2010 and has since expanded to become a global network of modern photo museums, with locations in Stockholm, Berlin, Shanghai, Tallin and soon Oslo. Fotografiska is world-leading in photographic and visual art, but also offer a full experience beyond. Fotografiska has created a unique platform where art meets contemporary debate and innovative experiences.

Perfect Fools will be responsible for strategy, content creation and management of Fotografiska's global social media channels to drive engagement and attract visitors to the museum's international locations. The assignment aims to strengthen Fotografiska's global presence and create a unified but locally relevant communication in the different markets.

– "Fotografiska has a fantastic ability to combine contemporary art with a strong narrative and a unique visitor experience. Our task will be to extend that experience to digital channels and create a presence in social media that engages both current and future visitors. To be able to work with such a visually and conceptually strong brand is a dream for a creative agency. Our goal is to create content that not only attracts attention, but also reinforces Fotografiska's identity and role as a global cultural player", says Klas Lusth, CEO of Perfect Fools.

– "We want to inspire people all over the world through powerful images and stories. Perfect Fools has shown an impressive understanding of how we can create greater impact in social media and we are looking forward to our collaboration", says Shailyn Shah, Global Social Media Director at Fotografiska.

The first campaign introduces a fresh approach to financial communication, focusing on making saving both inspiring and enjoyable – encapsulated by the concept of “sparglädje,” or the joy of saving.

“Saving is often presented as a rational, responsible thing to do – something every financially sensible adult should prioritize. But by focusing solely on the practical aspects, we tend to overlook how fun and rewarding saving can actually be. Learning about stocks and funds makes it even more exciting,” says Desiré Engström, Copywriter at Perfect Fools.

Drawing inspiration from the retail world, the team at Perfect Fools aimed to simplify Nordnet’s offerings while making saving more appealing.

A central element in the campaign is a Nordnet-turquoise box. By presenting stocks and funds in a tangible, recognizable format, the concept creates a distinctive and engaging visual identity.

“Communicating financial and digital products can be challenging, as there’s often no physical product to anchor the message. With this solution, we’ve found a way to make Nordnet’s offerings more tangible while lowering the barrier to entry, inspiring more people to explore saving in stocks and funds,” explains Nayeli Kremb, Creative Director at Perfect Fools.

The box is showcased in environments and expressions inspired by retail, positioning saving as a meaningful alternative to shopping and consumption.

“Many people enjoy shopping for the short-lived satisfaction it provides. With our new concept, we aim to show that saving can be just as exciting – if not more so. Learning about stocks and funds, watching your money grow, and seeing new opportunities unfold is a lasting, thrilling experience,” says Jeremy Phang, Creative at Perfect Fools.

The campaign will run across TV, outdoor, and digital channels, with Nordnet hoping the new approach will make saving more desirable and accessible to a broader audience.

“This concept is a way for us to strengthen our position in the Nordics and challenge expectations around saving. We want to do something different – something inclusive and curious that brings a smile to people’s faces. By making saving and investing joyful and approachable, we take an important step toward making stocks and funds more accessible to everyone,” says Jeanette Eliasson, Nordic Marketing Manager at Nordnet.

Launching in late December across the Nordics, the campaign marks the start of a long-term effort to reshape how people perceive saving and investing in stocks and funds.

What was really better back in the day? While sports may have been more carefree in some ways, they certainly weren’t always safer or more professional. For instance, hockey goalies once played without face masks, and the nightlife habits of some athletes in the ’90s were less than exemplary.

For Oddset, the campaign serves as the perfect metaphor for its own evolution. While proud of its heritage as the “original” Swedish betting brand, Oddset recognizes the value of continuous improvement. The campaign shines a spotlight on Oddset’s newly refreshed design and expanded offerings, reflecting its commitment to modernizing while honoring its history.

“Oddset has been a part of Swedish sports culture for decades. We’re proud of that, but we can also admit that not everything from the past was perfect. Comparing our evolution with changes in sports is an honest and playful way to communicate,” says Ken Söderqvist, Brand Manager at Oddset, Svenska Spel.

Central to the campaign are lighthearted films that draw parallels between Oddset’s upgrades and milestones in sports history – from the introduction of hockey masks to the shift toward healthier lifestyles for athletes.

“Oddset now boasts a broader range of betting options and a sleeker logo, among many other updates. It’s not quite as revolutionary as moving from no hockey mask to a flimsy piece of plastic, but the comparison makes for a fun and memorable story,” says Petter Esbjörnsson, Creative at Perfect Fools.

The films, produced in collaboration with FLX, are the heart of a multi-channel campaign that includes digital, social, and outdoor media. With a humorous and self-aware tone, the campaign reinforces Oddset’s position as a trusted and evolving player in the betting market.

“Through this campaign, we not only celebrate how Oddset has grown but also invite sports fans to reflect on how progress – whether in sports or betting – makes the experience even better,” says Nayeli Kremb, Creative Director at Perfect Fools.

The “Everything Wasn’t Better Back in the Day” campaign launches this month and is set to engage audiences across Sweden, reminding them why Oddset remains a favorite among sports enthusiasts.

Perfect Fools will be responsible for developing a new communications concept for Nordnet, focusing on strengthening the brand and driving deeper engagement with both existing and new customers. The concept, set to launch later this year, will be produced in collaboration with Nordnet’s in-house agency and will roll out across all Nordic markets.

“We are incredibly proud that our offer as a personal, creative, and innovative agency resonated with Nordnet during the pitch. Nordnet has already built a strong position in savings and investments in stocks and funds, and we look forward to contributing our creativity and strategic expertise to help elevate their growth to the next level,” says Klas Lusth, CEO of Perfect Fools. “This is an exciting journey ahead, and we are confident that together with Nordnet, we can create communication that truly makes a difference.”

Jeanette Eliasson, Nordic Marketing Director at Nordnet, comments on the partnership: “We see Perfect Fools as the perfect partner to help us reach our growth goals. Their creativity and ability to think outside the box will be crucial as we enter the next phase of our brand journey. We look forward to launching our new concept, which, combined with an already strong brand and increased media investments, will reinforce our growth and strengthen our brand position.”

This partnership marks an exciting new chapter in both Nordnet’s and Perfect Fools’ growth journeys, with the concept expected to make an impact across the entire Nordic region.

This new chapter in the collaboration between Perfect Fools and Svenska Spel Sport & Casino, which already spans over seven successful years, is not just a continuation but an evolution of an already fruitful relationship. This new initiative for a fully integrated advertising and media agency responsibility under the Perfect Fools banner is a further step towards their joint ambition to try new things and improve together.

"Svenska Spel Sport & Casino choosing our new offering confirms the value of our integrated model and our ability to provide comprehensive strategic and creative solutions that meet today’s complex market needs with creativity at the core," says Klas Lusth, CEO, Perfect Fools.

"This merger of services is not only a sign of innovation within the industry but also a milestone for us at Tre Kronor Media. Uniting our strengths with Perfect Fools opens up new dimensions of advertising and media strategies that will benefit Svenska Spel Sport & Casino in ways previously not possible," says Niclas Fröberg, CEO, Tre Kronor Media | a Making Science Company.

Through this development, Perfect Fools PWRD BY Tre Kronor Media takes comprehensive responsibility by offering Svenska Spel Sport & Casino a combination of creativity and media strategy. The collaboration led by Perfect Fools leverages people, skills, and tools from both organizations to create fully integrated teams and solutions, aiming to streamline processes and maximize the impact of market investments.

Working closely with Halebop and Skansen, we've been able to break new ground and push the boundaries of what's possible in digital and audio marketing. These projects, "Bopcast" for Halebop and "Sjörapporten" for Skansen, stand as examples of what can be achieved when we combine our creative and strategic capabilities with the vision and trust of our clients.

We want to extend a heartfelt thank you to our partners at Halebop and Skansen Baltic Sea Science Center. Your belief in our ideas and your willingness to embark on these creative journeys with us have been instrumental in bringing these campaigns to life.