The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: Portuguese Football League Sponsorship.

Brand Challenge: To create an integrated communication campaign that could reach the supporters of all football teams in the Portuguese Football League. 

Strategic Approach: After a successful campaign in the 2016/2017 season where supporters from the 18 teams in the League got together to promote Fair Play among football fans in Portugal, the new season approach had to be different. Unfortunately for NOS, the relationship between teams, referees and fans has seen better days. Accusations of corruption and fights between hooligans from the main teams turned the Football territory into a sensitive and complex situation. The Strategic Planning had to come up with a new angle to create relevance for football fans, but mostly to establish NOS as a brand that understands the sport and the passion.

Knowing that what's relevant for a football fan is completely irrelevant for another, this year couldn't highlight Fair Play anymore. But neither it could promote Rivalry. As the sponsorship of NOS in the Football League was all about connecting fans, the new communication angle had to establish the connection and the emotional link fans have with their teams. Because even though each supporter only supports one team, the feeling is transversal to all the supporters of the 18 teams.

Liga NOS: 18 teams, 1 passion.

Creative Concept: The official sponsor of the love for our football teams.

18 documentary videos were filmed. 1 for each of the 18 teams. 18 stories about football fans whose feelings go beyond supporting a team. Showing the love a fan has for his team, makes the rest of the fans realize they are not so different after all.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves