In October 2022 the World Cup started in Qatar, but without Italy. Millions of the most insane fans in the world had no one to cheer for. But Canada, the country with the fewest football fans in the world, qualified. So Fonzies, a cheese-flavored snack and sponsor of the Italian football team, swooped in with "Forza Canada”: the first activation that turned teamless Italian fans into passionate Canadian supporters. We built a community of millions on social media and invited them to cheer in live events during Canada matches. That's how we created a huge "Canada Mania" across Italy.