The Brand: Portuguese National Team

The Campaign: Cristiano Ronaldo International Goals Record

Brand Challenge: Breaking the record of all-time men's international top goalscorer is a unique achievement to Cristiano Ronaldo as a player but also a proud moment to the entire country that deserves to be amplified. We wanted to communicate
Cristiano’s achievement
to the entire world due to two main reasons:

• The GOAT: Highlight an unique moment in the career of the best football player
 in the world, reaching a historic record that will hardly be beaten

• The Country: A feeling of pride for an entire country that celebrated each of Cristiano Ronaldo's 110 goals 
with the Portuguese jersey

Strategic Approach: Every time CR7 breaks a new record the whole world talks about it. But this record was different. This was a record reached by Cristiano while playing with the Portugal National Team and even though everyone would be sharing contents about this milestone, we needed to show the Portuguese point of view.

We wanted to show the whole world what Portuguese are made of, using the record of Cristiano Ronaldo as an example and a reason to believe. Cristiano Ronaldo keeps making everyone believe that everything is possible and dreams are meant to be taken seriously and 110 international goals was just another dream come true.

Creative Concept & Idea: Marca a História | Score History

Together with the agency, we came up with a creative idea that highlighted CR record from a Portuguese perspective - "What does 'marcar' mean in Portuguese?". The main content of the campaign was a tribute video featuring the best moments from Ronaldo international career and an emotional point of view of any Portuguese citizen.

So that does “marcar” mean in Portuguese?

It's setting foot on plain sands. It's tracing routes. It's achieving a milestone. Breaking a record.

It's leaving a memory; a legacy. Saying 'I'm here'. It's being inspired by your homeland and then inspiring it in return.

It's setting pace in a dance and setting a trend. It's claiming what's rightfully yours. Fighting for it, owning it.

It's a scar that makes you wiser. A reminder of where you've been and what you've done.

It's standing out. Showing that you are the G.O.A.T. It's to beat the world's record for your nation. It's leaving your mark on history. Once again."

Other Activations: Besides the video and other related contents, we’ve also got in touch with Guiness World Records to prepare an official certificate of the record, and offered Cristiano Ronaldo the ball of the game against Ireland in a special case commemorative box.

Credits

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