For You. For Us. For Sweden.

Carlsberg is a proud sponsor of the Swedish national football teams. Ahead of the women’s championship in Switzerland, they tasked us with activating the Cheers to the Fans concept, adapting it specifically for Swedish supporters.

It takes a village to raise a star. Building on that insight, we created the campaign For You. For Us. For Sweden. While national team stars Fridolina Rolfö and Nathalie Björn appear in the campaign, the story focuses on those who usually remain behind the scenes but are absolutely essential for making the journey possible – parents, coaches, teammates, local heroes, and, of course, the fans.