The brief was to get the target group, football fans, to read the Swedish daily newspaper Aftonbladet’s Sport section during the European Cup. We wanted to highlight the fact that Swedish newspaper Aftonbladet offered incredibly in-depth football reporting from Austria and Switzerland during the European Cup. In fact they had 15 reporters in position. We thought this was a simple and light-hearted way of putting it. We made one long and five short videos that were screened in the ad breaks during the European Cup football matches.