The Brand: Portugal Futsal National Team

The Campaign: 2024 World Cup Campaign

Brand Challenge: Futsal has always been positioned (in Portugal) as street football, a niche sport played by young people living in urban districts. This was the way to communicate this specific type of football to fans, a cool POV but… not really true. In the year of the 2024 World Cup (being world champions), we wanted to bring Portuguese people closer to the National Futsal Team, like never before, creating an unique bond between the Team and the country.

Strategic Approach: Futsal is street football. Yes. But it’s also the football kids play in school, the football we play with friends and the football with play with out work colleagues. Futsal It's the football we all grew up playing, it’s the football we play. Despite 11 a-side being undoubtedly the one with the greatest prominence and relevance, futsal is actually the most played sport by the masses. This was the insight: Football is the most watched sport by the Portuguese. Futsal is the mast played by them.

Creative Idea: Using the same creative concept from the Euro 2024 National Team campaign (Partilha a Paixão - Share the Passion), the creative idea had to showcase how Futsal is present all over Portugal, from kids in school to our National Team stars. How? By enhancing one of the most common expressions used by players (whether they are professional or casual). Anyone who has ever played football before has said “It’s mine” / “It’s my ball” every we decided to make a risky play, every time we wanted to make a tackle, or simply when the ball is ours and we don’t want to share it with anyone else. A powerful and true insight that is common to all.
A parallel between the challenges and achievements experienced by our National Team and the rest of the people was a created, in a funny but powerful way.

Credits
CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Judas
Production: Casper Films