The Brand: Beach Soccer Mens National Team

The Campaign: 2024 World Cup

Brand Challenge: Of all the men's Portugal National Teams, the beach soccer one is undoubtedly the least renowned. However, it's also the one with the greatest achievements - the only Portugal National Team to have won the world competition twice and will aim for a third victory in 2024. Competing in the final phase of the World Cup in February in Dubai, the main goal of this content was to alert fans to Portugal's games, achieving high TV audiences in a month that is not typically relevant for football.

Strategic Approach: Until today, there had never been any promotional content for the National Beach Soccer Team. These athletes, both for their quality and the context of the main global competition in the sport, deserved an approach that could dignify their talent and ambition. Not a traditional advertising campaign, but rather content that could differentiate this National Team from all others (after all, it's the only one played on sand, barefoot), while also giving each of the players called up for the World Cup their moment in the spotlight.

Creative Approach: Despite maintaining the same creative concept used universally across all National Teams of Portugal - "Wear the Flag" - the approach we wanted to take with the content was quite distinct. After all, as beach soccer is played on sand, it makes sense for the mood to be warmer and more lighthearted to convey the true essence of the sport, which is much more technical and spectacular than other types of football. The end result was simple yet well-produced, where we highlighted the players and their names to introduce them to the Portuguese fans - a nice way to generate buzz around the National Team's participation in the Beach Soccer World Cup.

Every day until the competition FPF partnered with all the players with daily content for our social media platforms.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira

Production: Casper Films: Ana Luisa Silva + Gonçalo Sbrugens