The Brand: U21 Portugal National Team

The Campaign: U21 Euro 2023 Campaign

Brand Challenge: Normally, FPF develops campaigns to promote the participation of the main National Football and Women's Football Teams. However, the U21, despite the quality of the young Portuguese generations in recent decades, never had a promotion worthy of its value. Until this year. Portugal was once again a favorite to win this competition and with internationally known players (such as Fabio Vieira from Arsenal, Vitinha from Marseille or João Neves from Benfica), we wanted all Portuguese people to follow Team Portugal games.

Strategic Approach: If there's one thing that younger generations have, it's a very close connection with digital networks and a context of coolness in the photos and videos they share. Unlike older athletes, young athletes place much more value on the lifestyle that their football life has allowed them to create. Thys, we wanted to create something unique and powerful that they could identify with in a young and modern style. A campaign that they would be proud to participate in, with visibility and quality at the level of everything that is done for the stars of the main national team such as Cristiano Ronaldo, Bernardo Silva, Bruno Fernandes, and other.

Creative Concept: Portugal Next Gen
We didn't just want to produce campaign for this Euro, but above all to position the new generations of National Teams in Portugal. Thus, the Portugal Next Gen concept was born, which would not only be launched for this Euro, but would also remain in the communication of all young National Teams.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Communication Manager: Tiago Sardo

Design: Tiago Queirós

Production: Aidan Kless, André Pega & Garage Films