Waiting for the Game l UEFA Women’s EURO 2025

Director: -

Producer: Shining Film AG

Producer Company: -

Agency: Wirz Group AG

Client: Switzerland Tourism

Country: Switzerland

Synopsis

“Waiting for the Game” was the main spot of Switzerland Tourism’s multilayer UEFA Women’s EURO 2025 campaign, showcasing the eight host cities and Switzerland as host nation. Airing during the tournament, the humorous film flips the script: while a player’s husband waits for the thrilling matches of his star-player wife, Switzerland’s diverse and breathtaking beauty becomes the star—so captivating, he almost forgets why he came. “When you need too much beautiful. You need Switzerland.”

Objectives

The primary objective was to position host nation Switzerland as an attractive travel destination — young, diverse, welcoming and sustainable. As a secondary goal, the campaign aimed to create an entertaining spot that resonates with women’s football audiences and stands out from conventional tournament sponsorships, especially because the spot aired during the tournament. We did so by reframing the idea of waiting: in Switzerland, the time between matches can become the main attraction. The campaign achieved outstanding reach and impact, generating 375 million views and brand uplift of up to 6% across all key markets. As the main spot of a holistic, multilayered UEFA Women’s EURO 2025 campaign, it successfully leveraged the momentum of the tournament to inspire travel to Switzerland. The idea was extended beyond the film through additional campaign elements and influencer ambassadors, who amplified the message by sharing their own “waiting for the game” experiences across channels, further increasing relevance, engagement, and longevity.