The Brand: Portugal Store, FPF eCommerce platform

The Campaign: Portugal Legends 1984 (Replica Vintage Kits)

Brand Challenge: Football fans often have a deep nostalgia for the past, making them avid collectors of vintage football replica kits, as they seek to celebrate and connect with the rich history of the sport. When it comes to the Portuguese National Team, millions of fans want to revive some of the best moments of the Portuguese football so the challenge was quite simple: How to make these replicas as attractive as possible for football fans?

Strategic Approach: It is increasingly difficult to release football jerseys. In reality, it's not difficult to prepare for their launch, it's about finding unique ways to promote these products. Considering that we would not be able to use National Team athletes to communicate these kits, nor would we be able to use images from the past (in this case from 1984) as we don’t own the image rights, why not imagine what the launch of these kits would have been like when they were originally released in 1984?

Creative Idea: Some campaigns don't need an irreverent creative concept or a really interesting and unique insight to resonate with people. They need content that can make a statement on the different channels where the campaign will be shared. What would the launch of football kits be like in 1984? Certainly with good electronic music, analogue photos and a video filmed on VHS. Lots of grain and lots of style.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Tiago Queirós

Production: Aidan Kless & Echo Studios