The Brand: Portugal Store (E-Commerce) & FPF

The Campaign: Christmas Campaign 2020

Brand Challenge: Every year the FPF 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) Position the National Team fans items as the right gifts for the Portuguese people.

In 2020, a year affected by covid-19, it was important to create an approach that not only allowed for social distance between athletes (with many restrictions on capturing content), but also to develop a creative solution that was positive and did not remember the worst moments this year.

Strategic Approach: The insight was given to the Advertising Agency was straightforward “Players know you will be there”. That’s what we wanted to achieve in this Campaign, an inspiring approach where the idea could translate the link between the National Team that will be playing across Europe, with the 10 Million Portuguese that couldn’t celebrate the wins like they used to before the covid-19 pandemic.

Creative Concept: Christmas Squad - An in-house concept that positioned the various athletes from all the National Football Teams (something never done in the FPF) as the real Christmas family.

1st Phase: Product Beauty Shots

The most commercial dimension of this Christmas where some of the main National Team fan items were photographed in a Christmas setting. Several product compositions were also made to segment the campaign to different audiences - from the youngest to the oldest.

2st Phase: Players Contents

a) Video Content
Throughout the month of December, several videos were shared that brought together soccer, futsal, beach soccer and former athletes. Simple and fun content that surprised Portugal fans this Christmas.

b) Daily Gifs
In order to take advantage of the trend of tiktok-style videos, mini-contents were shared in loop mode from several Portuguese athletes every day.

• Bernardo Silva - Guess Present

• William Carvalho - Lighting Christmas Tree

• Bruno Fernandes - Knitting Sweaters

• Pepe - Magic Gifts - Balls

• Ruben Dias - Christmas Scarf

• João Félix - Play with Ball

• Danilo Pereira - Play with Ball

• Sérgio Oliveira - Chair with Presents

• Renato Sanches - Play with Ball

• Jéssica Silva - Dress Up Sweaters

• Ana Borges + Tatiana Pinto - Exchange Clothes

• Carole Costa + Kika Nazareth - Wrap Ball

• João Matos + Fifó  - Exchange Sweaters

• Madjer + Jordan - Presents Tree

• João Pinto - Change Ball

• Maniche - Magic Gifts

• JOliveira + RastaArtur + TiagoAraujo - Swap Players

• SuperQuinas - Fighting for Gift

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Garage