The Brand: Portuguese FA - Portugal Store

The Campaign: First ever Women’s National Team Kits

Brand Challenge: To communicate the launch of the first ever exclusive kits for the Portuguese Women's National Team. How will people react? Will the desire for women's jerseys be the same as the ones Cristiano Ronaldo and the other male stars wear? How to make these kits desirable? The challenge, in reality, was much greater than sports jerseys. The challenge was related to the athletes themselves. Unknown to most and consequently less commercially appealing.

Strategic Approach: We didn’t intend to reinvent the wheel in this campaign, but to position players and jerseys in an appealing way. Our best asset? The beautiful players that make up the Women's National Team. And the best way to promote these jersey was also to promote these players to the whole country. Giving them the stage they deserve in a way that we usually don't see them, smiling and posing for the camera.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

eCommerce Team: Manuel Mello, Ruben Ferreira, Filipe Ricardo, Carlota Carvalho

Design: Tiago Queirós

Production: Pluma & Garage Films