The “Anyone But Sweden” campaign led by Rethink, for Montreal’s Little Italy neighbourhood, kept the fan movement going.

Faced with the news that the Italian soccer team failed to qualify for the FIFA World Cup (the first time in 60 years), Little Italy needed an idea that would draw crowds to its cafés, bars and restaurants, or risk a massive hit to the local business community.

Fans’ beloved Italian team had lost to Sweden, so naturally Little Italy put a hit on the nation. It created a side event around the main sporting event (despite the team’s absence), calling on Montrealers to watch and support every team but Sweden.

It’s small budget went far, with the neighbourhood creating online content, print ads and promotional material that rallied fans to play favouritism – and generated millions of impressions that boosted local business sales.