Anyone But Sweden
Entire Advertising Campaign
Katherine Duerdoth (Rethink)
Winner: Rethink Client: SDC Petite-Italie Creative Director: Nicolas Quintal, Chris Staples, Ian Grais 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
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.