Carl Déman – High Stakes (Med livet som insats)

In 2015, Carl Déman became an overnight sensation and has since become a popular figure in comedy and music, notably as a member of the comedy group JLC. However, behind the success lay a severe gambling addiction that filled his life with anxiety and deception. In the book Med livet som insats (High Stakes), Carl shares a raw and honest account of his addiction and his journey to recovery.

Gul PR was commissioned to manage the PR for the book’s launch. By focusing on Carl’s personal and gripping narrative, the subject matter achieved significant media impact.

The result included several appearances on Sweden’s most-watched TV talk shows, extensive interviews in the country’s largest newspapers and popular podcasts, and the book’s themes serving as the foundation for a documentary on SVT (Sweden’s national public broadcaster).