The idea was to poke fun at the world’s ignorance about Norway and Norwegian athletes, using it as a metaphor for how foreign betting companies enter Norway without an understanding of Norwegian sports, or how the state funded lottery, Norsk Tipping, operates to benefit Norwegian sports. This to position Norsk Tipping as the foremost expert on Norwegian sports and athletes.We did this by putting our biggest sporting star, Erling Haaland, who’s widely consider one of the world’s best footballers, at the center of attention and creating a larger story around his famous traits, portraying the “world” as ignorant.
