he Brand: Portuguese Football Federation

The Campaign: Fair Play Campaign

Brand Challenge: In a football context increasingly affected by negative behaviors and attitudes among fans, players and other sports stakeholders, it is essential to send a general message that it is unsustainable to continue like this, both in the Present and in the Future. The desire to win at all costs goes beyond important principles such as respect, equality, integrity or tolerance.

The FPF decided to develop a campaign and a creative concept that could promote Fair Play in Portuguese football with an unifying message and that would show everyone the importance and need for change.

Strategic Approach: Talking about Fair Play is tricky. It is common for campaigns and communication to fall into generic messages that say little. We cannot continue to approach this topic in a light way. It is necessary to change, and perhaps the best way to do so is by projecting a future that will not change if we don’t change how behave in football, wether we are on the pitch or on the stands.

Creative Idea: #ChooseFairPlay

The video showcased different actions during a football match that are deemed contrary to the spirit of fair play. Among these actions, it highlights simulation of injuries, time-wasting, provocative goal celebrations, and insults directed towards players. In this way, we can understand how wrong we are, and how children, boys and girls, today, will do the same in the future if they follow the examples they see on TV and in stadiums - "If these behaviors are taught and accepted in football schools, they will be perpetuated in future generations”. This creative approach, developed together with the agency, led to a disruptive campaign that calls on everyone to #ChooseFairPlay and change our wrong attitudes and behaviors, not only because they are harmful to football in the present, but they are ruining football in the future.

Credits
CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Ivo Gonçalves, Filipa Gonçalves
Agency: Judas
Production: Garage