Anyone But Sweden

Experiential/Event - Single

2019

Rethink
w: rethinkcanada.com

Last November, Italie didn’t qualify for the World Cup for the first time in 60 years by losing to Sweden. This left soccer fans distraught and Little Italy business owners anxious as the World Cup is the neighbourhood’s most lucrative event. We needed to fill the bars and cafés of Little Italy at a time when no one would be talking about Italy.“Anyone But Sweden” became the neighbourhood’s rallying cry. A self-deprecating wink to the Italian pride against a country no one can hate on.

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