The Brand: Portuguese Football Association
The Campaign: Portugal #Together
Brand Challenge: Many were the campaigns launched by brands and companies during the initial period of covid-19. Many highlighted the need to take precautions, others gave visibility to the great Portuguese heroes, doctors and nurses.
As the FPF is the entity responsible for Football in Portugal, the challenge was to create a campaign that, in the language of football, would appeal to fans to be united in this one of the most important games of our lives.
Strategic Approach: Communication in covid times was full of clichés and commonplaces. Strategically, we wanted to speak the language of football and demonstrate that no matter which club we support or which league we usually see, it doesn't matter right now. In the same way that when the Portuguese National Team plays, we are all from the same "club", in this pandemic, we all want to win this one in "game", and we will only win it if we do it together.
Creative Concept: Today we are all on the same side of the stand and we will all be champions.
Creative Content: A unique video using footage from past campaigns where some of the most famous Portuguese stars entered empty stadiums (to symbolise the fact football stopped during covid pandemic) while a positive and motivating VO spread the message to fans.
Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Agency: Partners