ANYONE BUT SWEDEN

Following Italy’s defeat to Sweden in the 2018 FIFA World Cup qualifying round, Montreal’s Little Italy expected a major blow to its businesses. Since Italian pride is passionate and dramatic, we leveraged fans’ bitterness by asking people to support “Anyone But Sweden” during the World Cup.

CREDITS

Agency: Rethink
Client: SDC Petite-Italie
National Creative Directors: Chris Staples, Ian Grais
Creative Director: Nicolas Quintal
Art Director: Maxime Sauté
Copywriter: Xavier Blais
Strategist: Pascal Routhier
Account Director: Alex Lefebvre
Strategic Consultant: Sylvain Raymond
Account Manager: Cendra Percy
Video Production: Latrompette Studio
Scarf Production: Katarin Laruelle, Montreal Contemporary Textiles Centre