Brand: Women’s Futsal National Team

The Campaign: Women’s Futsal Euro 2022

Brand Challenge: Everyone knows Portugal. Everyone knows the greatest Portuguese football athletes, from the GOAT Cristiano Ronaldo to wonderkid João Félix. Many also know some of the Portuguese futsal players, European and world champions of the sport (Ricardinho being the greatest Portuguese figure (nominated several times as the best in the world)).

Women's football is another reality. Especially in the case of futsal. A National Team unknown by most Portuguese, where athletes are not even professional.

Portugal was present in the final four of the largest European women's futsal competition and this campaign was intended to show everyone the importance of this moment, which could make Portugal win for the first time a women's sports team competition.

How to inform a country that the National Team of women's futsal would compete in the finals of the Euro, when the people don’t even know the name of any athlete?

Strategic Approach: This could never be a pretty campaign of players just playing football. It would be more of the same.

The only way to guarantee that the message would reach all Portuguese people was to be able to demonstrate that this National Team is supported by the whole country. A National Team like all the others.

Creative Concept: Everybody wants to go down in history.

The agency did an incredible job in the creative development of the campaign, finding an angle that placed an unknown National Team, in the head and heart of all Portuguese.

Not only do the athletes want to go down in history, but all Portuguese want to do it too. Celebrities included. In this creative approach, some of the biggest celebrities from various fields were invited to show their support for the athletes:

Figo - Football Legend
Madjer - Former Beach Soccer Player
Pauleta - Former Football Player
Ricardo - Former Football Player
Ricardinho - Futsal Legend
Jorge Gabriel - TV Presenter
Sónia Araújo - TV Presenter
Popota - Famous Animated Figure
Fernando Mendes - TV Presenter
Filipa Gomes - Chef
Herman - TV Presenter
Filomena Cautela - TV Presenter
Julia Palha - Actress
Lili Caneças - Celebrity
Jel - Comedian
Quim Barreiros - Singer
Bruno Aleixo - Famous Animated Figure
Joaquim de Almeida - Actor
Catarina Furtado (VO) - TV Presenter

Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Agency: Stream & Tough Guy
Production: Garage