The Brand: Portugal Legends

The Campaign: Portugal Legends Match (Portugal vs Spain)

Brand Challenge: 100 years ago, the Portugal National Team played its first ever game against Spain. 100 years later, in 2021, FPF wanted to remake this game through a symbolic duel between legends from both national teams.

The main goal was to create an event that could create awareness with the fans for this special date and fill the venue with thousands of people to see and support some of the greatest legends ever from Portugal and Spain.

Strategic Approach: This project was much more than a campaign. It was a football game and a music festival, with many contents to bring Portuguese fans to the Pavilhão João Rocha arena, at a time when the pandemic recorded the highest values of infection by covid-19.

From a communication point of view, the objective was to develop a relevant and interesting line of content that could leverage the Portuguese legends that would be present in this game such as Figo, Rui Costa and Vitor Baia. The strategy developed, both in terms of promotion and in the arena's materials, created a communication that went far beyond the traditional ways of communicating these events.

A cool and fresh show for all spectators present at the venue and for all spectators watching on television.

Credits
CMO: Nuno Moura
Events Manager: João Anino, Dora Neves
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves, Luis Leal
Film: Aidan Kless