The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2020

Brand Challenge: The launch of new kits is always an important moment for a National Team. They aren’t just football jerseys, but a symbol of a country and their people. This year, the Home kit resembled a Portuguese flag wrapped around athletes' bodies, an idea that served as the basis for the new National Teams creative concept “Wear the Flag” which will be used on the communication of Portugal teams.

Strategic Approach: Just as in 2020, the main goal was to break sales and awareness records among fans. We know that Cristiano Ronaldo wearing a shirt makes 99% of the job, but in terms of positioning, we wanted our E-Commerce platform to make a statement and differentiate itself from other websites and retailers.

By using the creative concept “Wear the Flag” as our POV, we decided to develop a set of lifestyle contents with a cool and informal look & feel, by mixing players and models on their way to a top of a building where they would pose the same way as a flag does.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira & Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Crack Kids
Photographer: Pluma