The Brand: 2030 World Cup Bid

The Campaign: Portugal & Spain Institutional Campaign

Brand Challenge: The Portuguese and Spanish Football Federations came together for a joint application to the FIFA World Cup 2030. Given the geographical proximity of the two countries as well as the excellent institutional relations, this initiative aims to bring the biggest football matches in the world to the Iberian stadiums in 2030.

Strategic Approach: Together with the Marketing team of the Spanish Federation, the objective was to find an angle that would differentiate the Iberian bid from the others for the World Cup 2030. The joint history of Portugal and Spain goes back 100 years. In 1921 the first game ever between the two countries took place and since then many athletes and coaches have developed their careers in both countries.

Why do these countries deserve to organize the World Cup? In addition to geography, good relations and football history, there is a common way of looking at football. From the way we live the passion, the desire to win, but above all the way we express ourselves about players, plays and the game.

Creative Concept: Two countries, One way of understanding Football.
The hashtag #Vamos2030, was actually proposed by me (not the most creative one, I know it), something that is written and pronounced exactly the same in both Portuguese and Spanish.

Creative Initiatives: An institutional video was developed with the participation of several former athletes from the National Teams (Figo, David Villa, Futre), current coaches (Fernando Santos and Luis Enrique) and many Portuguese and Spanish fans. A simple content that translated the creative concept - regardless of whether we speak two different languages, we speak the same football language.

In addition to the video, there were also several moments commemorating the launch of this bid.

a) Presence of the main political figures of Portugal and Spain with scarf alluding to the motto #Vamos2030

b) Joint entry of national team players and photography in which they all wore a t-shirt that highlighted the motto #Vamos2030

c) Symbolic exchange of centenary jerseys between the team captains (Cristiano Ronaldo and Sergio Busquets)

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: João Anino
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Video: Spanish Football Federation