2026
Switzerland
Client: Switzerland Tourism
Produced by: Shining Film AG
Agency: Wirz Group AG
Category: Tourism Products
Entry Type: Video Ad / TV Commercial
“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.”
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 targets European audiences, leveraging the momentum of women’s football to highlight Switzerland’s appeal across the eight UEFA Women’s EURO 2025 host cities. It focuses on younger travellers and predominantly (female) sports enthusiasts. A humorous role reversal—portraying the husband in a traditionally secondary supporter role—appeals to open-minded travellers who appreciate witty storytelling and reflect both women’s football fans and potential Switzerland visitors alike.