Systembolaget's task – limiting alcohol-related problems in Sweden - is affected by decisions made by the leaders of the European Union in Brussels. So for the 50th anniversary Systembolaget wanted to tell European Commission President José Manuel Barroso how important we think this is and why we have an alcohol monopoly in Sweden.
That's why Systembolaget sent him a letter and put an ad in Financial Times.
The film is made especially for the net, e.g. different scenes are played random in different versions.
The campaign strengthened support for the Alcohol Monopoly in Sweden. And led to a lot of stories about alcohol-related problems in media all across Europe.
A few months later the EU issued a statement supporting the Swedish model.