When Italy didn’t qualify for the World Cup for the first time in 60 years by losing to Sweden it was “The Apocalypse” according to the biggest Italian papers.
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.
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.
Montreal’s Little Italy
Anyone But Sweden
2018
Anyone But Sweden
2018
The Common Thread is meant to bring joy and support for Italian fans all over the world. The football scarf is made out of threads from every country playing in the World Cup except Sweden’s. The handmade memorabilia was crafted with 5,000 meters of fabric on a Jacquard, one of the rarest threading machines in the World.
Creative Director: Nicolas Quintal, Chris Staples, Ian Grais
Art Director: Maxime Sauté
Copywriter: Xavier Blais
Strategic Consultant: Sylvain Raymond
Strategic Planner: Pascal Routhier
Account Director: Alex Lefebvre
Account Manager: Cendra Percy
Video production: Latrompette Studio
Scarf producer: Montreal Contemporary textiles centre - Katarin Laruelle
Client: Cristina D’Arienzo