Since Sweden did not manage to secure a spot among the teams competing in this year's European Football Championship, there was no national pride to leverage. Instead, we focused on creating a broader campaign with a joyful angle. What we wanted to convey was: Enjoy world-class football on SVT as Europe's best players battle it out in this summer's grand football fest. By showcasing powerful player images combined with playful graphics, movements, facts, and engaging music, we managed to generate significant interest and anticipation for the broadcasts, despite not having any Swedish presence in the Championship.