Sweden football coach Janne Andersson's walk to work each day "has become a gauntlet of armchair experts sharing their advice via outdoor ads along his route," according to David Griner of ADWEEK. Stockholm-based agency Perfect Fools created "The Janne Walk" for client Oddset, a Swedish betting company that "bought up ads along Andersson’s daily commute and will be choosing 40 messages a day -- from hundreds anticipated to be submitted online -- targeted at an audience of exactly one." Perfect Fools Exec Creative Dir Klas Lusth said, "Everyone in Sweden thinks they can do Janne’s job. So we thought we’d give them the opportunity to influence his strategy and tactics." Agency Visual Art handled the digital ad placements, "which have already included submissions from a wide range of opinionated Swedes." So "how does the coach feel about all this?" Andersson: "I know there are plenty of national team coaches all over Sweden. I have major respect for that and think it’s great that people get involved and have their views" (ADWEEK, 6/5).
