The Brand: Portuguese FA - Portugal Store

The Campaign: Christmas Campaign 2022

Brand Challenge: Every year, the Portuguese Football Federation launches a Christmas campaign with two distinct goals:

a) Bring the National Team closer to the Portuguese at this special moment for all families;

b) Promote the National Team fans items as the right gifts for the Portuguese people.

In 2022, the context was a bit different. The National Team was playing the World Cup in December and, in order to avoid the impact of an early elimination, the focus of the campaign wasn’t on the players, but on the products we wanted to highlight.

Strategic Approach: Portugal Store, the official shop of the Portuguese National Teams, is a website and since we didn’t have any players to use in this Christmas Campaign, the content development would follow the traditional Christmas decorations, graphics and fonts to promote Portugal items to fans. But we wanted to do something more.

Since one of the most beautiful aspects of Christmas, on a commercial level, are the beautiful and shiny shop fronts, we decided to create (and imagine) from scratch, different Portugal Store shop fronts, if the shop existed in the physical world.

Despite being a simple campaign and not very complex in terms of production, the stores, buildings and the general environment of the shop windows were created in 3d to be as realistic as possible, featuring different cities and styles.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira & Manuel Mello
Design: Nuno Martins, Tiago Queirós
Production: Garage Films