Italy did not qualify for the 2018 FIFA World Cup thanks to a loss to Sweden – a disaster for Italian businesses in Montreal who typically see their foot traffic skyrocket around the event. To keep fans coming to Little Italy, a campaign was created to bring the whole neighbourhood together, asking people to cheer for every team except Sweden. Signs and banners went up around the neighbourhood. Fan apparel was made of soccer scarves from every World Cup team (except Sweden), which became a socially shareable prop around the world. It even appeared on international news coverage. With an $8,000 budget, the program earned 350 million impressions and kept the beer flowing at bars in Montreal’s Little Italy.