SIDELINE CHAMPIONS

Sweden is a sporting nation. More than three million Swedes are members of sports clubs as athletes, coaches, and supporters. And behind the scenes, passionate volunteers keep the movement going. They coach, cheer and comfort, forming the backbone of Swedish sports from the sidelines. This film is a tribute to them.

Through the initiative XL-Hjälpen, XL-BYGG supports non-profit associations and clubs across the country. They build football stands and skateboard ramps in places where dedication runs high but resources fall short. The goal is to promote health, happiness, and inclusion.

To amplify the impact of XL-Hjälpen and celebrate the unsung heroes, we created the campaign ”En riktigt god gärning” (”A really good dead”). It tells the story of XL-Hjälpen through the eyes of one of the many volunteers that keep Sweden’s sporting spirit alive.

The campaign was shot on analogue film to create an unfiltered look and feel, produced by Blonde. It aired on national TV and was distributed across digital platforms and social media, ensuring wide reach and engagement.

CAMPAIGN FOR XL-BYGG

Year: 2025
Client: XL-BYGG
Agency: Sweet Creatives
My role: Copywriter