he Brand: Portuguese Football Federation

The Campaign: Fair Play Campaign

Brand Challenge: In a football context increasingly affected by negative behaviors and attitudes among fans, players and other sports stakeholders, it is essential to send a general message that it is unsustainable to continue like this, both in the Present and in the Future. The desire to win at all costs goes beyond important principles such as respect, equality, integrity or tolerance.

The FPF decided to develop a campaign and a creative concept that could promote Fair Play in Portuguese football with an unifying message and that would show everyone the importance and need for change.

Strategic Approach: Talking about Fair Play is tricky. It is common for campaigns and communication to fall into generic messages that say little. We cannot continue to approach this topic in a light way. It is necessary to change, and perhaps the best way to do so is by projecting a future that will not change if we don’t change how behave in football, wether we are on the pitch or on the stands.

Creative Idea: #ChooseFairPlay

The video showcased different actions during a football match that are deemed contrary to the spirit of fair play. Among these actions, it highlights simulation of injuries, time-wasting, provocative goal celebrations, and insults directed towards players. In this way, we can understand how wrong we are, and how children, boys and girls, today, will do the same in the future if they follow the examples they see on TV and in stadiums - "If these behaviors are taught and accepted in football schools, they will be perpetuated in future generations”. This creative approach, developed together with the agency, led to a disruptive campaign that calls on everyone to #ChooseFairPlay and change our wrong attitudes and behaviors, not only because they are harmful to football in the present, but they are ruining football in the future.

Credits
CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Ivo Gonçalves, Filipa Gonçalves
Agency: Judas
Production: Garage

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

The Brand: Men’ National Team

The Campaign: Euro 2024 Campaign

Brand Challenge: Twenty years after winning the Euro 2024, Portugal would compete again in the main European national teams competition. An incredible generation of Portuguese players, perhaps the best in history, coached by Roberto Martinez, entered as favorites to win Euro 2024 not only due to the quality of their athletes but also because of their incredible qualification with 10 wins in 10 games. I would be lying if I said that the goal for this campaign was to generate visibility for Team Portugal’s participation in Euro 2024. After all, the country, Europe (and the world too) stop to watch these games, and everyone comes together to cheer for their country. It’s certain that Portuguese fans didn’t need any campaign to ensure TV audiences.

The challenge was different. In recent years, the connection between fans and the National Team had been diminishing, partly due to less successful performances in recent Euros and World Cups. Therefore, it was necessary to rekindle a positive sentiment among fans.

Strategic Approach: One of the major differences from the past was the appointment of Roberto Martinez as the national team coach. Beyond his technical quality, his communication style and positive interactions with journalists and fans quickly made him a welcome figure among Portuguese supporters. His impressive series of victories also contributed to strengthening this connection.

We wanted the approach for this campaign to center around the ‘Mister’ - his ideas, personality, and leadership. How? A quite interesting insight: Since arriving in Portugal, Roberto Martinez has frequently used a phrase during press conferences and interviews: ‘we work to create memories.’ This statement not only sounds nice but also uniquely captures the impact of football on fans. More than just goals and results, the National Teams’ matches create lasting memories for all fans—memories that, if positive (and we all hope they are), can endure a lifetime. This became our starting point.

Creative Concept:
Share the Passion - “We work to create memories and only use one ingredient, Passion”

Using the same concept that had been introduced a few months ago for the launch of the new kits - Share the Passion - the agency did a great job connecting Roberto Martinez’s insight about creating memories with the passion that not only fans but also players share. The idea of renaming the City of Football - Portuguese FA HQ - to City of Memories (at least in the ad) and creating a mysterious floor (-87) allowed us to reveal the secrets behind all the memories that will be made during Euro 2024. There, athletes practice set pieces, shots, and even celebrations. But above all, they work to create memories.

Credits

CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Ivo Gonçalves
Agency: Uzina
Production: Major West

The Brand: FPF eFootball - FPF esports division

The Campaign: The Esports Community Kit

Brand Challenge: To launch an exclusive kit for the virtual football community in Portugal. For the first time in history, Nike and the Portuguese Football Federation (FPF) have designed a unique kit for Portuguese gamers. This was an opportunity not only for positioning the FPF eFootball brand (the FPF’s esports division) in Portugal but also commercially, allowing revenue generation from a kit with unique features.

Strategic Approach: Strategically, the launch of this kit was a reason for FPF eFootball to make a statement within the gaming community in Portugal. For us, it wasn’t just another release of sports kit; it was a strategic opportunity for FPF eFootball to connect with gamers and influencers in our country, becoming increasingly relevant and the key player in this sport.

Creative Approach: We teamed up with a talented videographer and editor to come up with a video that could be able of showing the connection between the physical and virtual worlds (and football). Based on the graphic design of the kit itself, this content was created with a modern and digital language, featuring many 3D elements and fast transitions, which are characteristic of the current language used in digital platforms. We invited key personalities within the community (including the best virtual football players and some of the country’s top gaming YouTubers) and the magic was done.

Credits
CMO: Nuno Moura
Esports Manager: Raul Faria
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Production: VictorZK

The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2024 | Content with Players

Brand Challenge: Develop content with the main Portuguese football stars wearing Portugal's new kits. These photographs and videos would be used to promote the National Team's games, the fan club, and the sale of the kits used.

Strategic Approach: Not being a campaign itself but rather the development of content, the strategic approach had the importance of creating different scenarios and managing the entire logistics of capturing content with the athletes - a much more complex challenge than someone might think, taking into account limited time to photograph and film 32 athletes.

Content Approach: The design team creatively created a graphic identity for the National Team based on the patterns of the kits (home, away and pre-game jersey) to highlight the colors and design of this new collection. The contents themselves are in line with the usual poses of athletes, which range from celebrations to fashion poses.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira

Photography: Diogo Pinto + Kat V
Videographer: Pluma

The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2024

Brand Challenge: 2 years after the last Portugal Team kits were launched for the World Cup 2022, a new collection was going to be launched for the Euro 2024. A consistently special moment for fans of the Portuguese National Team, as these kits symbolize much more than just sportswear. They represent not only the country but also a fashion accessory for the new generations. For the Portuguese Football Federation, besides being a moment that marks the kick-off of communication and promotion for the participation of the National Team in the Euro 2024, it also represents a commercial opportunity related to the sale of new products.

Strategic Approach: In recent years, Portugal football kit releases have focused on the lifestyle aspect - content featuring models and players has been developed to showcase collections in a cool way over the past 4 years. This year we wanted to do something different, since we were not just launching new kits, but also building a narrative leading up to Portugal’s participation in the Euro 2024. This was the first moment to communicate the new creative concept that would be used in all communication and content of the Portuguese National Football Teams. A concept that could be relevant for Portuguese fans, but also for all foreign fans who support Portugal, regardless of their origin.

Creative Concept: The agency came up with the concept “Share the Passion” - a headline capable of serving all fans in Portugal, and that represents what they have in common, the passion they share for Team Portugal. Cheering for Portugal used to be only for the Portuguese, today we are the team of many more. The passion for Portugal no longer fits in our country, it is a passion that we share with the world.

Creative Approach: In this campaign to introduce the new kits, we wanted content that would be easily relevant to different nationalities, age groups, and social classes, creating a simple connection between Team Portugal and the fans. Thus, following the logic of the creative concept created -Share the Passion - the agency imagined a very typical football gimmick, table football, and how at some point in our lives we played football on one of these tables. A simple but very interesting idea to communicate this moment.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Agency: Uzina

Production: Major West

The Brand: Beach Soccer Mens National Team

The Campaign: 2024 World Cup

Brand Challenge: Of all the men's Portugal National Teams, the beach soccer one is undoubtedly the least renowned. However, it's also the one with the greatest achievements - the only Portugal National Team to have won the world competition twice and will aim for a third victory in 2024. Competing in the final phase of the World Cup in February in Dubai, the main goal of this content was to alert fans to Portugal's games, achieving high TV audiences in a month that is not typically relevant for football.

Strategic Approach: Until today, there had never been any promotional content for the National Beach Soccer Team. These athletes, both for their quality and the context of the main global competition in the sport, deserved an approach that could dignify their talent and ambition. Not a traditional advertising campaign, but rather content that could differentiate this National Team from all others (after all, it's the only one played on sand, barefoot), while also giving each of the players called up for the World Cup their moment in the spotlight.

Creative Approach: Despite maintaining the same creative concept used universally across all National Teams of Portugal - "Wear the Flag" - the approach we wanted to take with the content was quite distinct. After all, as beach soccer is played on sand, it makes sense for the mood to be warmer and more lighthearted to convey the true essence of the sport, which is much more technical and spectacular than other types of football. The end result was simple yet well-produced, where we highlighted the players and their names to introduce them to the Portuguese fans - a nice way to generate buzz around the National Team's participation in the Beach Soccer World Cup.

Every day until the competition FPF partnered with all the players with daily content for our social media platforms.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira

Production: Casper Films: Ana Luisa Silva + Gonçalo Sbrugens

The Brand: Portugal+ Fan Club

The Campaign: Fan Club Awareness Campaign

Brand Challenge: Founded in 2018, Portugal+ already has 350,000 fans of the Portuguese national teams. The fan club is free and has, in recent years, made a significant impact on the lives of true Portugal fans with the regular launch of exclusive campaigns. This includes the possibility of directly acquiring tickets for major competitions (both men's and women's World Cup and Euro), experiencing exciting moments (children may have the opportunity to enter the field with the players), the chance to watch games from the VIP box, or receive merchandise signed by the players, among many other advantages.

Until June 2024, the goal is to reach 500,000 registered fans on the platform. This will be achieved through a campaign and a concept designed to encourage all Portuguese individuals and fans of Portugal to sign up for Portugal+ over the next few months.

Strategic Approach: Team Portugal has over 16 million followers on Instagram alone. The country itself has 11 million people. Even though having 350k registered fans on the platform is a very positive number, the truth is that the growth potential is still significant. But how to demonstrate to National Teams' fans the importance of registering on Portugal+? How to be both relevant and interesting to generate conversions on the platform? The strategic POV was a simple one: “what differentiates normal fans from registered fans?” Well they all love and support Team Portugal but the members of the Portugal+ not only have some perks but they also get a different status.

Creative Concept: Make your love for Portugal official (Oficializa o teu amor por Portugal)
The agency approach was quite interesting and the campaign highlighted the fact that even the craziest Portugal fans (and all the examples on this video are real) aren’t official until they get into the Portugal+ club. It doesn’t compare directly fans and members, but it uses exaggerated examples of fans to highlight the fact the idea of “official” fans to express how they differ.

Besides the video and other promotional material, each new “official fan” received a personalized video welcoming him/her to the member club - the generic version is on this page)

Credits
CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Portugal + Coordinator: Estela Lucas

Portugal + Managers: Érica Mata & Tiago Barra

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Agency: Uzina

Production: Garage

The Brand: Portugal Store, FPF eCommerce platform

The Campaign: Portugal Legends 1984 (Replica Vintage Kits)

Brand Challenge: Football fans often have a deep nostalgia for the past, making them avid collectors of vintage football replica kits, as they seek to celebrate and connect with the rich history of the sport. When it comes to the Portuguese National Team, millions of fans want to revive some of the best moments of the Portuguese football so the challenge was quite simple: How to make these replicas as attractive as possible for football fans?

Strategic Approach: It is increasingly difficult to release football jerseys. In reality, it's not difficult to prepare for their launch, it's about finding unique ways to promote these products. Considering that we would not be able to use National Team athletes to communicate these kits, nor would we be able to use images from the past (in this case from 1984) as we don’t own the image rights, why not imagine what the launch of these kits would have been like when they were originally released in 1984?

Creative Idea: Some campaigns don't need an irreverent creative concept or a really interesting and unique insight to resonate with people. They need content that can make a statement on the different channels where the campaign will be shared. What would the launch of football kits be like in 1984? Certainly with good electronic music, analogue photos and a video filmed on VHS. Lots of grain and lots of style.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Tiago Queirós

Production: Aidan Kless & Echo Studios

The Brand: Portugal National Team

The Campaign: Cristiano Ronaldo 20th Anniversary

Brand Challenge: It's not every day that a player celebrates 20 years playing for his National Team. When that player is Cristiano Ronaldo, Portugal's main star, the best player ever, and the most famous personality in the world (at least, counting the number of followers on his social networks), the moment becomes even greater. Cristiano Ronaldo made his debut on August 20, 2003 with the National Team's jersey in a friendly match against Kazakhstan. 20 years later, it has become an icon of football and sport, and the main flag of Portugal around the world. How to celebrate this moment and develop a content capable of being seen by many millions of people, allowing the social media accounts of Portugal to grow?

Strategic Approach: The goal was clear. Telling Cristiano Ronaldo what we always wanted to tell him. We, not FPF, but football fans who know everything he went through to reach the level he reached today. Communicate through a simple content his story for the Portuguese National Team, since he made his debut until today - the captain and main figure of the country (and the World).

Creative Concept: The InCRedible 7
A simple concept that reveals what it really is for everyone - Incredible. This concept would be applied not only in this commemorative content but in all the pieces that highlighted Cristiano's career in the Portugal National Team.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas
Agency: AKT

The Brand: Women’s National Team

The Campaign: World Cup 2023 Campaign

Brand Challenge: For the first time, the Women's National Team was going to participate in the World Cup. A historic moment that clearly shows the evolution of women's football in Portugal and the talent of the current generation of Portuguese athletes. Fortunately, many sponsors in Portugal were already developing campaigns to support the National Team and hype was already being created all over the country regarding the participation in the World Cup. The main challenge was not only to amplify this awareness, but above all to inspire new girls to play football, using the World Cup as a motivation to recruit new athletes for the sport.

Strategic Approach: It's difficult to communicate women's football without falling into the commonplace of comparing women's football to men's football, or without mentioning the usual criticisms of the low speed and technical skills of the players. When looking at all the campaigns made over the years on women's football, this is usually the path. A true path, but too worn and tiring. Communication in women's football cannot be just for that.

It would also be unrealistic to try to communicate Portugal's participation in this World Cup as an event that would get the Portuguese crazy and excited as they are when the Men's National Team plays in a final competition. It was not going to happen.

We wanted to use this World Cup as a turning point in women's football in Portugal. Not in the way people see this sport (you don't change mindsets with an advertising campaign), but in the way we talk to the girls who today are starting to touch a football ball for the first time. This was our strategic choice, focusing on girls and athletes, not on prejudices. And being able to look to the future using this participation in the World Cup as inspiration.

Creative Concept: The first of many
I came across really great creative concepts throughout my career, but this was a special one. Besides the fact that it was catchy, it represented everything we wanted to communicate. This was the first ever World Cup, which all past generations struggled to achieve. But it was also the first World Cup that would inspire new generations of girls to take up football, a sport mostly associated with men.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Communication Manager: Matilde Dias
Agency: Uzina

Production: 78

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

The Brand: Portuguese FA - Institutional

The Campaign: Integrity Awareness Contents

Brand Challenge: During the season, many meetings and conferences are held with audiences to raise awareness of the dangers that affect the integrity of football. With the increase in betting companies in Portugal, it is increasingly important to raise awareness of the risks of this business, namely to avoid engaging in match-fixing behaviour.

Strategic Approach: Teenagers (from 15 years old) are the main age group that needs to be alerted to this problem and it was important to develop content to pass the message on in the most relevant and interesting way. How to do this? Using one of the main types of content that this generation consumes - Comics. In order to do so, we contacted a Portuguese illustrator with experience in Marvel comics to develop a short story that could communicate Match-Fixing in a way never explored before.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Integrity and Compliance Director: Rute Soares

Production: Ațe ao Fim do Mundo

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

The Brand: FPF eFootball - FPF esports division

The Campaign: Awareness Campaign

Brand Challenge: Although there are thousands of casual efootball players in Portugal, less than 10% participate on FPF eFootball competitions. Since the only way to improve the quality of athletes and the National Efootball Team is to increase the base of the pyramid of players, it becomes increasingly essential to find new ways to attract players for the competitive world of efootball, specifically in the FIFA game. How to attract more players to the FPF eFootball platform so that they can register and participate in the best efootball competitions in the country?

Strategic Approach: It is very difficult on the efootball fan/player journey to take the step and start participating in tournaments. We all, in a way, think we are good and better than our friends or family members. but to enter competitions is a whole different story. Currently, the only communication that existed to efootball fans and players was based on information about tournaments and recaps of events. But this would never be enough to really attract more people into the game. We needed to go deep and understand what connects everyone who plays FIFA or other games of efootball, wether they are casual or professional players.

What brings together casual and professional efootball players? The way they feel about the game.

Creative Concept: It will never be just a game

The creative concept represents what efootball is all about. We've all heard that expression (“It’s just a game”) everytime our parents said it when we took a bit longer to shut down our console, or everytime we were angry about losing and someone, in a condescending way, said it to undervalue our frustration. The formulation of this concept is a response from all gamers, casual and professional, to this stigma.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

FPF eFootball Coordinator: Raul Faria

Design: Tiago Queirós & João Ferreira
Agency: Uzina

Production: Playground

The Brand: Portuguese FA (+ Other Portuguese Sports Associations)

The Campaign: Sexual Harassment in Sports - Awareness Campaign

Brand Challenge: Sexual Harassment is a real issue in the society and sports are not an exception. In the last months of 2022, a number of cases of harassment in sport came to light, with several players publicly reporting that they had been harassed by football coaches. This was the moment FPF had to make a big statement in the country regarding this issue. To do so, we teamed up with other sports associations (Volleyball, Basketball, Hockey and Handball) so we can reach a broader audience.

Strategic Approach: There’s no easy way to talk about Sexual Harassment. But the best way to do it is to touch a sore spot and show everyone practical examples of sexual harassment. People may often normalize certain harassment behaviours and we wanted everyone in football and in sports to feel comfortable and safe to report these situations to the sports associations.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Ivo Gonçalves
Production: Garage Films

The Brand: Portuguese FA

The Campaign: Chinese New Year Content

Brand Challenge: The Portuguese National Team isn’t just supported by Portuguese fans. Millions of people support Portugal even though they don’t have any connection with the country. The fact that famous players such as Cristiano Ronaldo, João Félix, Bruno Fernandes play for Portugal, has created a wave of international support.
China has become an important market for the Portugal FA, with our e-commerce and social presence in the country, and the Chinese new year is a great opportunity to connect with the fans.

Strategic Approach: In the last years we’ve developed simple images with Portuguese players and Chinese characters, but this year we wanted to do something a bit more special.
Teaming up with a AI designer, we dressed up rabbits with the official Portugal kits to really get into the new year spirit. A simple yet a strong and special content to get closer to our Chinese fans.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Designer: @diografic

The Brand: Portuguese FA - Portugal Store

The Campaign: Christmas Campaign 2022

Brand Challenge: Every year, the Portuguese Football Federation launches a Christmas campaign with two distinct goals:

a) Bring the National Team closer to the Portuguese at this special moment for all families;

b) Promote the National Team fans items as the right gifts for the Portuguese people.

In 2022, the context was a bit different. The National Team was playing the World Cup in December and, in order to avoid the impact of an early elimination, the focus of the campaign wasn’t on the players, but on the products we wanted to highlight.

Strategic Approach: Portugal Store, the official shop of the Portuguese National Teams, is a website and since we didn’t have any players to use in this Christmas Campaign, the content development would follow the traditional Christmas decorations, graphics and fonts to promote Portugal items to fans. But we wanted to do something more.

Since one of the most beautiful aspects of Christmas, on a commercial level, are the beautiful and shiny shop fronts, we decided to create (and imagine) from scratch, different Portugal Store shop fronts, if the shop existed in the physical world.

Despite being a simple campaign and not very complex in terms of production, the stores, buildings and the general environment of the shop windows were created in 3d to be as realistic as possible, featuring different cities and styles.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira & Manuel Mello
Design: Nuno Martins, Tiago Queirós
Production: Garage Films

The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2020

Brand Challenge: The launch of new kits is always an important moment for a National Team. They aren’t just football jerseys, but a symbol of a country and their people. This year, the Home kit resembled a Portuguese flag wrapped around athletes' bodies, an idea that served as the basis for the new National Teams creative concept “Wear the Flag” which will be used on the communication of Portugal teams.

Strategic Approach: Just as in 2020, the main goal was to break sales and awareness records among fans. We know that Cristiano Ronaldo wearing a shirt makes 99% of the job, but in terms of positioning, we wanted our E-Commerce platform to make a statement and differentiate itself from other websites and retailers.

By using the creative concept “Wear the Flag” as our POV, we decided to develop a set of lifestyle contents with a cool and informal look & feel, by mixing players and models on their way to a top of a building where they would pose the same way as a flag does.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira & Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Crack Kids
Photographer: Pluma

Brand: Women’s National Team

The Campaign: Women’s Euro 2022

Brand Challenge: Two months before the competition, Portugal replaced Russia at Euro 2022, due to the sanctions imposed on this country because of the war in Ukraine. Our team had failed to access the Euro in the playoff against the Russian team, and for that reason, Portugal was the team chosen by UEFA - this qualification was only the second in the history of the women's team.

Although some players are already known by the Portuguese - Jessica Silva, for example, has more than 500 thousand followers on Instagram - and women's football has more and more fans, the truth is that it is incomparably less mediatic than the Men's National Team. An important factor for communication, added to the fact that, unlike the Men's National Team, the sporting results were never very positive.

How to communicate to the Portuguese that the main women's football team in Portugal would be in a Euro, qualified due to the disqualification of Russia?

Strategic Approach: Even though Portugal replaced Russia in the Euro, our National Team didn’t just want to be present. They wanted to show they deserved to be there. A tough nut to crack. And we, as the Marketing of Portugal FA, wanted to enhance the image of the best Portuguese athletes who would be playing on the biggest European football stage.

Creative Concept:

We were underdogs in a Euro that, for being female, doesn't stop the country. We were underdogs of a sport that, for being female, doesn't have the same recognition.

Yes we were the underdogs in this competition. But guess what? That’s ok. Football loves underdogs and everybody wants to see magic happening.

The Fairy Tale

Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Agency: Uzina
Production: Garage

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

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

The Brand: Portugal Store (E-Commerce) & FPF

The Campaign: Christmas Campaign 2021

Brand Challenge: Every year, the Portuguese Football Federation launches a Christmas campaign with two distinct goals:

a) Bring the National Team closer to the Portuguese at this special moment for all families;

b) Promote the National Team fans items as the right gifts for the Portuguese people.

In 2021, a context still widely affected by the covid-19 pandemic, it was important to create an approach that would be able to bring smiles to Portuguese fans, while promoting the many fan items available at the Portugal Store – FPF e-commerce website.

With several time limitations regarding players’ availability (who were just days away from competing for access to the World Cup), the approach would have to be simplified to allow replicating the same scenario and language in several movies.

Strategic Approach: Christmas is all about family. In Marketing, Christmas is all about Presents.

To be relevant and differentiating at this time of year, overcrowded with commercial messages from the various brands, the message had to go beyond "buy Portugal fan items" and be more "Buy Portugal". This way, people would be purchasing more than scarves and kits. They would be buying a piece of the Portuguese National Team.

Creative Concept: This Christmas, receive Portugal as a gift

• 1st Phase: Product Beauty Shots

The most commercial dimension of this Christmas where some of the main National Team fan items were photographed in a Christmas setting. Several product compositions were also made to segment the campaign to different audiences - from the youngest to the oldest.

• 2nd Phase: Player Content

Several movies were developed with athletes from the National Teams, representing the creative concept “This Christmas, receive Portugal as a gift” in a literal way, in which each player was wrapped with various fan items, while a letter to Santa Claus was read.

Edit 1: Portugal National Team - Ruben Dias, Diogo Dalot, Rui Patricio and Palhinha

Edit 2: Portugal National Team - João Félix, Bruno Fernandes, João Cancelo and André Silva

Edit 3: Futsal National Team and Women National Team - João Matos, Bebé, Jéssica Silva, Kika Nazareth and Diana Silva

Edit 4: Portugal Legends - Pauleta, Hélder Postiga and Madjer

Besides the movies, the campaign was also leveraged by several player pictures high lightening the creative approach to 2021 Christmas.

Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Merchandising Manager: Manuel Mello, Ruben Ferreira
Design: Nuno Martins, Tiago Queirós
Photography: Pedro Janeiro
Agency: Partners
Production: Garage

The Brand: Portugal Store - The Official National Team Shop

The Campaign: 1921 Portugal Jersey - Centenary Jersey

Brand Challenge: The Portugal Store, Portugal Football Association's official online store is by nature the PLACE for the Portuguese to buy Portugal related fan items. The main challenge is to continuously develop products that are only offered on the website generating a great interest from Portuguese fans.

2021 marks the 100th anniversary of the first ever Portugal National Team game (which was against Spain in 1921). Besides being a relevant moment to communicate with Portuguese fans, it’s also a commercial opportunity to leverage the E-Commerce of FPF with the launch of a 1921 replica, limited to 500 units.

Strategic Approach: This isn’t just another shirt. Even though it’s quite a simple product (a black shirt with a white collar), it represents Portugal history in football. The main goal was to create FOMO (fear of missing out) in our fans by communicating the launch of a new shirt - not positioning it as a replica but as a new Portugal shirt.

By creating two phases (Teaser and Launch), we would be able to capture fans interest on the product even before it was launched.

Strategic-wise, the approach to communicate the 1921 jersey was to avoid the vintage clichés and advertise it as a new cool product instead. A lot of shirts are released every day by clubs and national teams and we wanted to really make a statement in this context.

Creative Concept: 100 Anos de Portugal ao Peito (which translates to 100 years with Portugal on our chest | Portugal Centenary

• Teaser Phase: The first part of the campaign communicated the fact that a new shirt was being released on November 8th. This way we were able to generate leads of potential buyers and create FOMO on Portuguese fans

• Launch Phase: A cool modern video piece and photographies were produced to position the 1921 jersey as a must-have product, not just a replica. By using a modern scenario, we are able to showcase the centenary shirt in an impactful way.

  Besides the Ad campaign we were also able to promote the shirt with current National Team players during press conferences and other communication opportunities.

The results? Sold out in 3 hours.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Merchandising Manager: Manuel Mello
Design: Nuno Martins, Tiago Queirós
Production: Aidan Kless & Vasco Eusébio

The Brand: Portuguese National Team

The Campaign: Cristiano Ronaldo International Goals Record

Brand Challenge: Breaking the record of all-time men's international top goalscorer is a unique achievement to Cristiano Ronaldo as a player but also a proud moment to the entire country that deserves to be amplified. We wanted to communicate
Cristiano’s achievement
to the entire world due to two main reasons:

• The GOAT: Highlight an unique moment in the career of the best football player
 in the world, reaching a historic record that will hardly be beaten

• The Country: A feeling of pride for an entire country that celebrated each of Cristiano Ronaldo's 110 goals 
with the Portuguese jersey

Strategic Approach: Every time CR7 breaks a new record the whole world talks about it. But this record was different. This was a record reached by Cristiano while playing with the Portugal National Team and even though everyone would be sharing contents about this milestone, we needed to show the Portuguese point of view.

We wanted to show the whole world what Portuguese are made of, using the record of Cristiano Ronaldo as an example and a reason to believe. Cristiano Ronaldo keeps making everyone believe that everything is possible and dreams are meant to be taken seriously and 110 international goals was just another dream come true.

Creative Concept & Idea: Marca a História | Score History

Together with the agency, we came up with a creative idea that highlighted CR record from a Portuguese perspective - "What does 'marcar' mean in Portuguese?". The main content of the campaign was a tribute video featuring the best moments from Ronaldo international career and an emotional point of view of any Portuguese citizen.

So that does “marcar” mean in Portuguese?

It's setting foot on plain sands. It's tracing routes. It's achieving a milestone. Breaking a record.

It's leaving a memory; a legacy. Saying 'I'm here'. It's being inspired by your homeland and then inspiring it in return.

It's setting pace in a dance and setting a trend. It's claiming what's rightfully yours. Fighting for it, owning it.

It's a scar that makes you wiser. A reminder of where you've been and what you've done.

It's standing out. Showing that you are the G.O.A.T. It's to beat the world's record for your nation. It's leaving your mark on history. Once again."

Other Activations: Besides the video and other related contents, we’ve also got in touch with Guiness World Records to prepare an official certificate of the record, and offered Cristiano Ronaldo the ball of the game against Ireland in a special case commemorative box.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: AQKA

The Brand: Portuguese National Team

The Campaign: Portugal Euro 2020 Campaign

Brand Challenge: Every major competition FPF launches a campaign to unite every Portuguese towards the National Team international games. It’s always about coming up with an inclusive insight that can be translated into a powerful, meaningful campaign.

Euro2020 wasn’t an exception. Actually, more than ever, with the National Team away from the Portuguese, not only because of the lack of games in the last year but also due to the covid-19 limitations of having thousands of Portuguese in the stadium, this was the YEAR to bring the Portuguese closer to the National Team.

Strategic Approach: The insight given to the Advertising Agency was straightforward “Players know you will be there”. That’s what we wanted to achieve in this Campaign, an inspiring approach where the idea could translate the link between the National Team that will be playing across Europe, with the 10 Million Portuguese that couldn’t celebrate the wins like they used to before the covid-19 pandemic.

Creative Idea: If there’s a campaign where I’m proud of an Agency’s work is this one. They captured the insight in a perfect way by picking a famous old Portuguese song called “Silêncio e Tanta Gente” - “Silence and so many people”. The lyrics and the emotion by the singer Maria Guinot performing at the 1984 Eurovision were spot on - even though there would be more silence than ever, everyone will be supporting - in the stadium, in the parks, in the restaurants watching the games.

The movie itself is a mix of Players footage with the inclusion of Portuguese fans - gathered months before the Euro. A unique way to symbolically demonstrate the union between team and country.

Creative Concept:
Vamos Todos | Vamos Com Tudo
We Go Together | We Go with Everything

1st Phase: FanRaising

Since we would have to “fill” the campaign with images of the fans, a Landing Page was developed on the National Team fan site so that supporters could upload 3 types of photos, front and right and left profiles. That way we would be able to have a vast array of photos to use and apply to players’ footage.

3 weeks of campaign generated around 7,600 entries, which translated into more than 20,000 photos. As there is always a big limitation on the quality of User Generated Content, a big part of them was not usable. Nevertheless, it was a big success as everyone was excited to be part of the Campaign and the results were above expectations.

2st Phase: Launch

The campaign's star content was undoubtedly the film that told the story. A story of a different EuroCup in which fans would be closer than ever to the National Team. A campaign that is unique in its message but also in its content. Classical music with a modern mix. Players, Coach and Supporters together like never before.

In addition to the movie, all promotional materials for the games communicated this logic of union between players and fans, demonstrating an initial 11 that had much more than 11 players.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Partners
Production: 78

The Brand: Portuguese National Team

The Campaign: Portugal Euro 2020 Song

Brand Challenge: Every major competition FPF launches a music (and music video) with the main goal of getting fans pumped up for the Portuguese National Team games.

With an Euro2020 already delayed one year and with a covid-19 context still affecting the country and the world, we wanted to create a music with great energy and vibe.

Strategic Approach: For the first time ever we wanted to create a giant wave of support beyond Portugal geography. The Portuguese National Team isn’t just the team supported by Portuguese. As a matter of fact, most of our Instagram followers are… Brazilians. But also from other Portuguese Speaking countries such as Angola, Mozambique and Cape Verde.

Music Approach: With that insight in mind and knowing Brazilian and African Music have a big hype nowadays, we decided to create a music that could represent every Portuguese Speaking person supporting Portugal in Euro2020. All together for our National Team.

David Carreira | One of the most famous Portuguese musicians
Ludmilla | Brazilian artist with over 20million followers on IG
Giulia Be | The most upcoming artist in Brazil
Preto Show | A well known rapper in Africa from Angola

Both the lyrics and music were produced by the artists with minor adjustments from the FPF Marketing Team.

Fans Engagement: Nowadays a song goes far beyond YouTube views or Spotify replays. The interaction that fans have with music on social media is what allows the success to be greater. In this case, a challenge was launched by David Carreira inviting all Portuguese fans to show their support and interpret the dance from the video clip on Instagram Reels and Tiktok.

The challenge quickly went viral and has more than 20,000 people dancing to the music on TikTok and Instagram so far, from children to the elderly, from celebrities to ex football players.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas & Marta Gomes
Artists: David Carreira, Ludmilla, Giulia Be, Preto Show

The Brand: 2030 World Cup Bid

The Campaign: Portugal & Spain Institutional Campaign

Brand Challenge: The Portuguese and Spanish Football Federations came together for a joint application to the FIFA World Cup 2030. Given the geographical proximity of the two countries as well as the excellent institutional relations, this initiative aims to bring the biggest football matches in the world to the Iberian stadiums in 2030.

Strategic Approach: Together with the Marketing team of the Spanish Federation, the objective was to find an angle that would differentiate the Iberian bid from the others for the World Cup 2030. The joint history of Portugal and Spain goes back 100 years. In 1921 the first game ever between the two countries took place and since then many athletes and coaches have developed their careers in both countries.

Why do these countries deserve to organize the World Cup? In addition to geography, good relations and football history, there is a common way of looking at football. From the way we live the passion, the desire to win, but above all the way we express ourselves about players, plays and the game.

Creative Concept: Two countries, One way of understanding Football.
The hashtag #Vamos2030, was actually proposed by me (not the most creative one, I know it), something that is written and pronounced exactly the same in both Portuguese and Spanish.

Creative Initiatives: An institutional video was developed with the participation of several former athletes from the National Teams (Figo, David Villa, Futre), current coaches (Fernando Santos and Luis Enrique) and many Portuguese and Spanish fans. A simple content that translated the creative concept - regardless of whether we speak two different languages, we speak the same football language.

In addition to the video, there were also several moments commemorating the launch of this bid.

a) Presence of the main political figures of Portugal and Spain with scarf alluding to the motto #Vamos2030

b) Joint entry of national team players and photography in which they all wore a t-shirt that highlighted the motto #Vamos2030

c) Symbolic exchange of centenary jerseys between the team captains (Cristiano Ronaldo and Sergio Busquets)

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: João Anino
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Video: Spanish Football Federation

The Brand: League 3

The Campaign: Launch of the new national competition (3rd Division)

Brand Challenge: From 2021/22, Liga 3 will represent the third tier of Portuguese football that will give access to the current Liga Portugal 2.
The creation of a new competition that will give access to professional football was developed with the aim of responding to a series of challenges in the current scenario:

a) Increase competitiveness;
b) Improve game quality;
c) Bringing local football fans closer together;
d) Create development spaces for the young Portuguese player in the transition from under-19 to seniors.

In a national context full of competitions, it is important to find a relevant positioning that differentiates Liga 3 in Portugal, especially when the lower football divisions are usually associated with amateurism, poor quality football and lack of supporters.

Strategic Approach: What is Liga 3 and how can it bridge the gap between fans and clubs? The need for differentiation in this new competition is essential to create a statement in the country. This is not the main league (where Porto, Benfica and Sporting play), but it is a different league that the FPF wants to promote as a laboratory of new ways of watching football, both in terms of platforms and in communication.

So what is Liga 3? This is the league that will give visibility to the best teams in non-professional football. The league that will tell the stories of overcoming clubs and athletes. The league that appeals to the purer and more joyful side of fans fighting for a dream. The league that elevates the noblest and most genuine values ​​of football with a strong sense of regional and community support.

To sum it up, this is the new old’ football. Football in its less plastic state, together with new ways of looking at sports:

a) Emotional attachment of fans who live the passion of football in its purest state;

b) A new competition that wants to renew the way football is seen and lived, meeting the mission of Channel 11 (FPF TV Channel).

Creative Concept: Puro Futebol - Pure Football

Branding: Liga 3's graphic identity is intended to emphasize pure football and the plurality of regions, in sports and social terms.
The graphics are centered on the number “3”, designed with electrifying shapes, where from the central black a luminous and varied chromaticity stands out. In this way, it is intended to represent the plurality of clubs, the modernity of the competition, but also having a versatility in the logo that allows it to serve as a means to transmit messages of a social character.

Creative Idea: Football is passion, something that fans live in a special way in supporting their club. However, in Portugal, this passion is even more unique when it comes to the the close connection we all have with our hometown club - it was there that we learned to love football. We all support our National Team and we all have a big favorite club, but "our club" is and always will be our first love.

To translate this logic into a film, together with the agency, a song was created that conveys this special affection between fans and their regional club.

English Translation

(Fans)

Pure are the ones that vibrate on the stadium
With friends or with girlfriends
Those who watch the game in the cafe
And who believe that this will be the year

(Clubs)

Pure are those who have the passion
That work every day with their heart and soul...
It will always be for the love of the jersey
With joy and a great ball control

(Athletes)

Pure are the stars that are growing
in the team from the land that saw them born
Those who feel and show without shyness
The pride of playing in Liga 3

All the footage from the film creatively recreates the reality that is lived in this pure football that will be played in Liga 3.

Credits

CMO: Nuno Moura
Project Manager: João Anino
Marketing Strategist: Telmo Esteves
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Moon
Production: Playground

The Brand: Portugal Store - The Official National Team Shop

The Campaign: Portugal Vintage Shirts Replicas

Brand Challenge: The Portugal Store, Portugal Football Association's official online store is by nature the PLACE for the Portuguese to buy Portugal related fan items. However, there is a growing need to offer exclusive products to fans in Portugal that can be sold in another physical or online retailer.

Strategic Approach: The memory of the history of Portuguese football is not only centered on the biggest games or the best players. Remembering the past is also understanding that the jerseys that former Portuguese legends wore are today symbols of the country and of the National Team. Unique items that every Portuguese would like to have in their collection.

Kits once used by legends. Kits that are legends themselves.

Creative Concept: Portugal Legends

A simple digital campaign that associated the different replicas of the kits with the historical periods of national football, so that there was a direct association between the product and the National Team.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves

The Brand: SuperQuinas

The Project: Portugal Mascots

Brand Challenge & Approach: In order to bring SuperQuinas characters João and Bia to the real world, there was a natural need to create mascots for the Portuguese National Team.

Growing these characters from 2D to 3D was a real challenge to get pets that were not as visually appealing as they were functional - so that animators could run, dance and play football without major complications.

After several months of development it was possible to create the National Team Mascots and from Euro2020 João and Bia will follow all the steps of the Portuguese National Teams (restricted to the safety distances of covid-19), creating content for the different pages from Instagram (Portugal and SuperQuinas).

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Ricardo Galrito
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Rainbow

The Brand: Portugal Store - The Official National Team Shop

The Campaign: Portugal Treasure Chest

Brand Challenge: The Portugal Store, Portugal Football Association's official online store is by nature the PLACE for the Portuguese to buy Portugal related fan items. However, there is little reason for a fan to buy from our site rather than from Nike.com or any other sports retailer. There is an increasing need for differentiation, both in terms of communication and in terms of product. Despite the store's growth and sales peaks every time the Portuguese National Team plays, the challenge is to create new revenue streams capable of attracting fans to the site.

Strategic Approach: Every year Clubs and National Teams launch new collections. Part of the products are sold to fans, but another large part (usually products with greater presence of sponsors) is exclusive to players and coaches for training and games.

Many of these products end up never being used and are kept in a warehouse. Considering this reality, the strategic approach was quite simple. 
An old product is usually referred to as outdated and consequently sold in an Outlet. But if we tell a story about them, they become…well, a part of football history, a retro piece of a Club or a National Team.

Creative Approach: Portugal Treasure Chest - Exclusive & Limited Nacional Team Collections

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves

The Brand: FPF together with partner GALP

The Project: Portugal Monopoly

Brand Challenge: A year before Euro2020, Galp, official partner of the National Team and main energy company in Portugal, challenged the FPF Marketing team to develop a co-branded product that would be able to attract thousands of Portuguese people to Galp gas stations.

An opportunity not only to maintain a good relationship with the Partner, but also to generate new Licensing revenues. In addition, this would also be an excellent way to leverage the spirit of support of the Portuguese to the National Team during the Euro.

Strategic Approach: As we know, national team players are the main motivation of fans to buy or participate in a hobby. Knowing that there is never a wide opening of them for commercial purposes, it was necessary to find a solution for a product that could have players, without necessarily having them. The solution? Monopoly! Everybody loves the game and this would be the first time the Portuguese National Team would have its own version.

Game Concept: Funny enough, my biggest input in this project was actually developing the game itself - both the storytelling of the “user” playing it, as well as coming up with unique Portugal cards (from players to places, from services to instructions).

Unlike the traditional Monopoly in which the “user” is a banker who wants to buy land and consequently buys houses and hotels, in the National Team Monopoly the scope was different. Each “user” would be a coach who would choose their favourite players and then calls them to the games or give them the chance to play in the finals (instead of houses and hotels).

This alone would be a great reason to generate interest with the Portuguese population, but we went further. In order to appeal to different audiences, we chose players from different Portuguese gold generations. From Eusébio in 66, through Figo and Rui Costa in 2000, to Deco in 2004, and ending up with Ronaldo and the current stars.

In addition of being the first and exclusive version of the Portuguese National Team Monopoly, each person would have the possibility to be a National Coach and choose the biggest stars ever in Portugal.

Creative Concept: The Dream is Renewable (Galp’s concept)
The promotion materials - including the videos - were produced and directed by Galp.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Licencing Manager: Paulo Cintra
Merchandising Manager: Ruben Ferreira
Partnership (Galp) Manager: Rui Mascarenhas
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves

The Brand: SuperQuinas

The Campaign: TV Animated Series

Brand Challenge: SuperQuinas is the brand of the Portuguese Football Federation aimed at children's audiences in Portugal. Both in cartoon and mascot versions, these two characters created in 2020 (Bia and João) have a friendly and fun personality with the goal of bringing children closer to the values ​​of football.

Since the end of 2019 (before Covid-19 existed) a set of small 13 episodes (3 to 4 minutes) was being produced in order to address some of the main subjects regarding to Portuguese football and target them to children:

• Episode 1 - The call for the Squad and the FPF HQ

• Episode 2 - Self-Confidence and Parents Behaviour

• Episode 3 - Aggressiveness and Friendship

• Episode 4 - Team Work

• Episode 5 - The First Game and Team Confidence

• Episode 6 - Training: Strengths & Weaknesses

• Episode 7 - Helping the Community

• Episode 8 - The Second Game and Fair Play

• Episode 9 - Healthy Eating

• Episode 10 - Fears and Pressure

• Episode 11 - Motivation: Portuguese Football History

• Episode 12 - Motivation: The Coach and the Captain

• Episode 13 - The Big Game

Strategic Approach: My personal inputs to this big project were made in two ways:

a) Make sure all the episodes conveyed messages to Portuguese children in a relevant and appropriate way (either through reviewing scripts or through the animations);

b) Develop a communication plan that would tease the children's parents on social media on a weekly basis;

c) Coordinate together with the main TV channel for children the launch of the series and boost audiences.

The Results: In addition to creating a new FPF's positioning with children, SuperQuinas' audiences on Canal Panda (Tv Channel partner) were above expectations, with excellent results in the weekly premieres of new episodes.

Launch Campaign: Some of the main athletes of the Portuguese National Team were invited to share a special content on the first day of the series, presenting an image of themselves as a child with the phrase "Every history has a beginning", teasing the SuperQuinas debut.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Ricardo Galrito
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Até ao Fim do Mundo

The Brand: Portugal Store (E-Commerce) & FPF

The Campaign: Christmas Campaign 2020

Brand Challenge: Every year the FPF launches a Christmas campaign with two distinct goals:

a) Bring the National Team closer to the Portuguese at this special moment for all families;

b) Position the National Team fans items as the right gifts for the Portuguese people.

In 2020, a year affected by covid-19, it was important to create an approach that not only allowed for social distance between athletes (with many restrictions on capturing content), but also to develop a creative solution that was positive and did not remember the worst moments this year.

Strategic Approach: The insight was given to the Advertising Agency was straightforward “Players know you will be there”. That’s what we wanted to achieve in this Campaign, an inspiring approach where the idea could translate the link between the National Team that will be playing across Europe, with the 10 Million Portuguese that couldn’t celebrate the wins like they used to before the covid-19 pandemic.

Creative Concept: Christmas Squad - An in-house concept that positioned the various athletes from all the National Football Teams (something never done in the FPF) as the real Christmas family.

1st Phase: Product Beauty Shots

The most commercial dimension of this Christmas where some of the main National Team fan items were photographed in a Christmas setting. Several product compositions were also made to segment the campaign to different audiences - from the youngest to the oldest.

2st Phase: Players Contents

a) Video Content
Throughout the month of December, several videos were shared that brought together soccer, futsal, beach soccer and former athletes. Simple and fun content that surprised Portugal fans this Christmas.

b) Daily Gifs
In order to take advantage of the trend of tiktok-style videos, mini-contents were shared in loop mode from several Portuguese athletes every day.

• Bernardo Silva - Guess Present

• William Carvalho - Lighting Christmas Tree

• Bruno Fernandes - Knitting Sweaters

• Pepe - Magic Gifts - Balls

• Ruben Dias - Christmas Scarf

• João Félix - Play with Ball

• Danilo Pereira - Play with Ball

• Sérgio Oliveira - Chair with Presents

• Renato Sanches - Play with Ball

• Jéssica Silva - Dress Up Sweaters

• Ana Borges + Tatiana Pinto - Exchange Clothes

• Carole Costa + Kika Nazareth - Wrap Ball

• João Matos + Fifó  - Exchange Sweaters

• Madjer + Jordan - Presents Tree

• João Pinto - Change Ball

• Maniche - Magic Gifts

• JOliveira + RastaArtur + TiagoAraujo - Swap Players

• SuperQuinas - Fighting for Gift

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Garage

The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2020

Brand Challenge: To make a brand statement with the launch of the new official kits. Football kits are not meant to be used merely during football competitions. They are a national symbol yes, but they are way more than that.

Now more than ever, sports products are seen as lifestyle icons and we wanted to promote the new Nike x Portugal products to different audiences, not just as a fan item.

Strategic Approach: Besides having the traditional photos with football players using the kits (both on pitch and on a photoshoot set) we brought an upcoming agency, Crack Kids, to give a twist to a typical product.

The goal was to show off how real people look with the new kits.
We all know they look amazing on the pitch but guess what? They look even better on the streets!

No creative concept, no narrative. Just cool people hanging out throughout Lisbon with the new collection. As simple as that.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Crack Kids
Photographer: Pluma

The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2020

Brand Challenge: To make a brand statement with the launch of the new official kits by leveraging Portuguese athletes in a coordinated and joint global launch. More than football players, the athletes of the National Team are celebrities on and off the field. With more or less followers, their circle of influence is a powerful means of promotion.

Strategic & Creative Approach: Over several months and limited to all covid-19 restrictions, players from the Men and Women National Team, Futsal and Beach Soccer, were invited to come to the FPF HQ to be photographed with the new kits from Portugal, with the same visual style and mood. A great logistical and photographic effort that allowed all the athletes (naturally with some absences) to be an important visibility channel for the kits on the launch day.

In addition to the photographs themselves, a unique graphic style was developed to amplify the content as well as a common copy so that all athletes could share its content uniformly and with a Call to Action to the Portugal Store.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Photographer: Diogo Pinto

The Brand: Portuguese Football Federation (Institutional)

The Campaign: National Team Masks

Brand Challenge: At a difficult time for Portugal and for the world, FPF developed a series of fundraising initiatives. Through the best known athletes of the Portuguese National Team, millions of euros were raised for social institutions. However, we wanted to go further.

The Covid-19 pandemic changed the lives of all Portuguese (and all citizens of the world). From the way we relate with each other to the need to work remotely from our homes, many changes have completely altered our lifestyle. Still, perhaps the biggest change was the obligation to wear a mask outside our homes.

Strategic Approach: Considering that the FPF has thousands of scarves in stock whose sales have stagnated since the football stop (and especially the postponement of Euro 2020), the strategic approach was to give a new life into these scarves, transforming each of them into 6 or 7 social masks.

The money obtained from the sales of the social masks would consequently be given to the Food Emergency Network (Emergency Food Network) to support all the Portuguese in need throughout these months.

Creative Concept: Dá a Cara pela Seleção - Show your face for the National Team.

Creative Contents: In addition to an institutional film that explained the initiative to the Portuguese people, many athletes from the National Team took part in this campaign, allowing the masks designs to be used on their photographs.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Canal 11

The Brand: Portuguese FA

The Campaign: The Virtual Stadium

Brand Challenge: In June 2020, the Portuguese Premier League has returned to the pitch 
but not to the stands. Even though teams were allowed to compete in the last games of the season, football was held behind close doors, with no fans allowed inside the main stadiums.

FPF’s City of Football hosted the home games of two Portuguese Premier League teams - Belenenses and Santa Clara played the last 10 games of the competition in City of Football main field, where normally only Portugal national teams train and play throughout the seasons.

With the impossibility of fans being present in the City of Football due to the Covid-19 pandemic, how could we get football fans to support their teams in the last stages of the championship?

Strategic Approach: We wanted to allow clubs to have the support of their fans at the City of Football, respecting all the Government rules.

In the current pandemic context that propelled work and school from home, FPF wanted to apply the same concept to the home games at the City of Football.

In the last months, the Portuguese have had to adapt to a new reality of connecting with their 
school mates and work colleagues through technological videoconferencing platforms. Why not do the same with football?

If fans can’t go to the stadium, why not bringing the stadium to fans?

The Activation: FPF has installed a giant 100 meters LED screen next to the field where fans from the teams playing at City of Football were allowed to attend the game. By using ZOOM, hundreds of football fans were able to chant and cheer together 
and the images were streamed in real time on the screen.

An initiative that allowed many lucky fans to attend FPF’s City of Football 
and support their favourite clubs. Together with the different clubs, which launched the challenge to their fans, FPF was able to fill the virtual 
stand with hundreds of fans during the pandemic. A unique experience for the fans and the players that applauded the initiative in the end of each game.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: João Anino
Events Manager: Dora Neves
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Fan Addict

The Brand: Portuguese FA

The Campaign: A very special College Class

Brand Challenge: The Covid-19 pandemic has sent home millions of Portuguese students to attend classes through digital platforms. Teachers and students had to adapt to a new teaching reality in which face-to-face classes were replaced by online conferences using their computers' cameras and microphones from their homes.

The Portuguese FA wanted to motivate students during this difficult times as they are faced with a new reality.

Strategic Approach: The new teaching reality was very difficult for many students, especially for freshmen who missed out great moments and university experiences by staying at home. Thus, we wanted to surprise a lucky class with the presence of a football star from the Portuguese national team in an online class, and in which for a brief moment he could surprise students and send a message of support and encouragement.

A simple idea that was only possible thanks to the incredible help of a university professor who allowed this surprise, and André Silva, one of the main stars of the Portuguese national team who, while the class was running, entered the Zoom call and amazed all the students.

Not really Spring Break but a great college experience these students will never forget.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
FPF Professor: André Seabra
Video: Canal 11

The Brand: Portuguese Football Association

The Campaign: Portugal #Together

Brand Challenge: Many were the campaigns launched by brands and companies during the initial period of covid-19. Many highlighted the need to take precautions, others gave visibility to the great Portuguese heroes, doctors and nurses.

As the FPF is the entity responsible for Football in Portugal, the challenge was to create a campaign that, in the language of football, would appeal to fans to be united in this one of the most important games of our lives.

Strategic Approach: Communication in covid times was full of clichés and commonplaces. Strategically, we wanted to speak the language of football and demonstrate that no matter which club we support or which league we usually see, it doesn't matter right now. In the same way that when the Portuguese National Team plays, we are all from the same "club", in this pandemic, we all want to win this one in "game", and we will only win it if we do it together.

Creative Concept: Today we are all on the same side of the stand and we will all be champions.

Creative Content: A unique video using footage from past campaigns where some of the most famous Portuguese stars entered empty stadiums (to symbolise the fact football stopped during covid pandemic) while a positive and motivating VO spread the message to fans.

Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Agency: Partners

The Brand: SuperQuinas

The Campaign: Children Tips & Suggestions

Brand Challenge: SuperQuinas is the brand of the Portuguese Football Federation aimed at children's audiences in Portugal. Both in cartoon and mascot versions, these two characters created in 2020 (Bia and João) have a friendly and fun personality with the goal of bringing children closer to the values ​​of football - teamwork, healthy living, fair play, among others.

At a difficult time for everyone, the covid-19 pandemic forced millions of children to be at home, and more than ever the relevance of this brand was needed to assume a prominent position with this audience.

Strategic Approach: Two major challenges were important in bringing the FPF closer to Portuguese children.

a) Help Portuguese children understand the main needs and challenges that exist during this new reality.

b) Find ways to entertain the kids during the lockdown months.

In order to ensure these two premises, the objective would be to Teach and Entertain Portuguese children.

Creative Contents

Teach: During the first weeks of Covid-19, 4 video contents were developed (in record time) demonstrating the importance of four essential themes - Hand Hygiene, Healthy Eating, Sport and Coughing Etiquette. The contents developed taught the children important tips and suggestions for each of these subjects, whether through songs or other children's creative solutions.

Entertain: In order to entertain Portuguese children at home during the lockdown, several games and exercises were developed that parents could download from the FPF website and print for their children to play.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Ricardo Galrito
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Até ao Fim do Mundo

The Brand: Super Bock, a Portuguese beer brand.

The Campaign: The new premium beer, Super Bock 1927.

Brand Challenge: To relaunch a premium craft beer from Super Bock. Two main goals: Associate the beer with food (food pairing), and highlight the premium characteristics of the product.

Strategic Approach: Super Bock 1927 is a special beer, developed through craft methods and positioned as a premium drink. Besides that, each of the 4 flavours go perfectly with different dishes. Having the famous Chef Avillez in the commercial, the strategic approach made it clear who should be the true star of the communication.

A beer is the final touch to a perfect meal.

Creative Concept: The perfect company.


Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Carlos Luz
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves

The Brand: The Fork, an App dedicated to Restaurants Booking (a TripAdvisor company).

The Campaign: Discounts until 50%.

Brand Challenge: To present the The Fork app to the Portuguese consumers through 3 main elements: Quality Restaurants, Discounts (from 30% to 50%), and its Mobile Interface.

Strategic Approach: The Fork needed to communicate its service in a clear and appealing way to possible clients. As people are still used to book restaurants through a phone call and discounts are an unknown and unusual aspect, the strategic approach had to be straight forward, making sure each customer would understand the key benefit of the app.

The discount is part of the dish you choose.

Creative Concept: It makes the whole dish look even better.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Sérgio Resende
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: A Christmas Campaign with the main goal to generate awareness and goodwill next to the Portuguese consumers.

Brand Challenge: To have the best Christmas campaign of the year and establish NOS as a love brand in Portugal. The client wanted a real Christmas Campaign and not another campaign about Christmas.

Strategic Approach: Christmas is an important moment in the communication of brands that seek to strengthen their connection with people, sharing the values, traditions and the memories of this season. We needed to create an institutional campaign that could fill NOS with meaning, making it relevant and bringing it closer to the Portuguese consumers as never before, as well as creating something which could stand out from the Advertising noise in December. In order to do so, the NOS Christmas campaign should be bigger than a television movie. When we look at the best Christmas ads each year, such as the ones from Harvey Nichols or John Lewis, we realize that in this season people take the time to watch short movies that immerse them in the spirit of Christmas. Thus, to create a Christmas Storytelling we used an approach that was not only a central theme for NOS, but also an emotional building argument in the category and a human Christmas truth, Links. Links are everywhere in Christmas, in the presents we buy, in the kisses we give, in the texts we send everyone. Christmas brings people together, establishing and renewing links. The reason why people have this natural ability to create links during this season is due to the fact that they believe in the magic of the Christmas since they were kids.

The magic of Christmas exists because of the will of each one to make someone special believe. Only when we all believe (or make believe) this magic truly happens.

Creative Concept: "Believe and the magic of Christmas happens. Whenever you give more of yourself, there is more in us"

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: Online Streaming Service NPlay.

Brand Challenge: To communicate the online/tv streaming alternative to Netflix, highlighting the most important series broadcasted on the service.

Strategic Approach: When people think about an online streaming service, Netflix is the most notorious brand. It's trendy, global, and has been in the market for a long time already. Going head to head with Netflix is not an easy task, so the main factor to have in mind is the actual reason why people spend money in these types of services, the famous series. As we had upcoming exclusive series such as Westworld and Vikings, we needed to make them our star content.

With so many cool series to choose from, you will need an alarm to keep you posted about all episodes.

Creative Concept: Don't miss the train.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

The Brand: Super Bock, a Portuguese beer brand.

The Campaign: New Years Campaign.

Brand Challenge: To have a campaign with could make the brand relevant in the last weeks of the year, a moment filled with high media investments and brands competing to gain awareness and consideration from Portuguese consumers.

Strategic Approach: This is a good example of a campaign that was originated by the approach of  the Strategic Planning department. In the last years the brand had developed new year campaigns with typical ads reinforcing its positioning as the "brand who promotes friendships". Regardless of their tone and style, last years low budget ads couldn't compete with the big budget films that usually take over the Christmas/New Year season. This year we wanted to be different and establish a communication angle that could work not only for 2017, but also to the following years. The best benchmark? Forget Heineken, Bud Light or Carlsberg. They are some of the best Beer brands, but completely irrelevant in the New Year festivities.

When the year is ending and a new one is starting, people rush to Google, Youtube, and Facebook, and see the year in review. They want to see what people searched the most, what people watched the most, and what their friends shared the most. How to use this logic for Super Bock? Everybody spend the year having a cold one with their friends and family, and when they do it, they usually share those moments. There are over 120k posts on Instagram with the hashtag superbock, so why not take advantage of it and create a campaign based on user generated content?

People spend the year with Super Bock. December is the time to make a flashback of the best moments of the year with #superbock.

Creative Concept: The Super Bock year in review.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

The Brand: SBSR. FM, a radio station sponsored by Super Bock, a Portuguese beer brand.

The Campaign: Awareness Campaign for the Radio Station, after a soft launch half year before.

Brand Challenge: SBSR is a 5 months old radio station, competing with established radio stations that have been with the Portuguese listeners for years and decades. It's main issue is the fact people still aren't aware of its contents and music styles, which lead to lower levels of audiences than the ones expected.

Strategic Approach: SBSR.FM is a radio station linked with a beer brand, but also with the music festival Super Bock Super Rock (sponsored by Super Bock as well). Being a quite new player in the category, it required a straight forward positioning which could allow it to connect with the Portuguese listeners. The strategic solution was the convergence between Artists and Listeners: enhancing the quality of the rock and alternative music broadcasted in the radio station, while leveraging the knowledge and music expertise of the consumers.

What do Artists and Listeners have in common? They speak the same language.

If you understand the language, you'll want to hear it.

Creative Concept: Music speaks for us.

The Creative team has chosen 3 of the trendiest Portuguese artists to establish the music quality of the radio station and asked them:

"What makes people hear SBSR.FM?"

Their answer? Music. Only understandable for those who appreciate it.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Carlos Luz
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: Portuguese Football League Sponsorship.

Brand Challenge: To create an integrated communication campaign that could reach the supporters of all football teams in the Portuguese Football League. 

Strategic Approach: After a successful campaign in the 2016/2017 season where supporters from the 18 teams in the League got together to promote Fair Play among football fans in Portugal, the new season approach had to be different. Unfortunately for NOS, the relationship between teams, referees and fans has seen better days. Accusations of corruption and fights between hooligans from the main teams turned the Football territory into a sensitive and complex situation. The Strategic Planning had to come up with a new angle to create relevance for football fans, but mostly to establish NOS as a brand that understands the sport and the passion.

Knowing that what's relevant for a football fan is completely irrelevant for another, this year couldn't highlight Fair Play anymore. But neither it could promote Rivalry. As the sponsorship of NOS in the Football League was all about connecting fans, the new communication angle had to establish the connection and the emotional link fans have with their teams. Because even though each supporter only supports one team, the feeling is transversal to all the supporters of the 18 teams.

Liga NOS: 18 teams, 1 passion.

Creative Concept: The official sponsor of the love for our football teams.

18 documentary videos were filmed. 1 for each of the 18 teams. 18 stories about football fans whose feelings go beyond supporting a team. Showing the love a fan has for his team, makes the rest of the fans realize they are not so different after all.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: NOS Indie, a triple play service (mobile, tv, and internet).

Brand Challenge: To communicate the triple play service to the specific target of young adults, people from 20-35 who are moving in to a new house for the first time.

Strategic Approach: It was necessary to have an insightful approach to young adults, making sure the brand could be relevant in this time of their lives. Therefore, the Strategic Planning focused on the moment of the difficult shift: Young adults measure the pros and cons of moving out from the comfort of their parents, and moving into the freedom of entertainment. 

NOS makes it easier to choose moving in to your first house.

Creative Concept: NOS Indie, it's your independence.

The Brand: Super Bock, a Portuguese beer brand.

The Campaign: Super Bock Super Rock music festival.

Brand Challenge: To develop a communication strategy to one of the biggest music festivals in Portugal, Super Bock Super Rock, held in Lisbon. 

Strategic Approach: There are plenty of festivals in Portugal, most of them located nearby Lisbon. Even though bands, singers and djs are the key elements of a festival, the communication strategy must be able to differentiate it, making it relevant to possible festival goers who have to decide which concerts they'll see in summer. The strategic approach stressed the importance of the location of Super Bock Super Rock in the modern district of Lisbon, known by everyone for its urban look.

It's only a city festival if it blends with the city.

Creative Concept: The Urban Festival.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Carlos Luz
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: Access to Youtube directly through the TV receiver.

Brand Challenge: People watch Youtube mostly through their smartphone or computer. Even though smart tvs already provide access to Youtube, NOS added this service to their standard TV receiver so that people could now watch their favourite videos on the big screen regardless of their TV.

Strategic Approach: This wasn't exactly a breakthrough innovation that NOS was offering their clients. Regardless of that, it was a super relevant service if we consider that most people don't own a smart tv.. The Strategic Planning acknowledged the relevance of the service and decided to highlight the main source of Youtube video views - 3 out of 4 adults report watching YouTube at home on their mobile devices. In this case, we were not competing with other telecoms as none had this service. We were competing with the consumer routines. 

So why would people watch their favourite videos in a small screen, when they could play it in their favourite, bigger screen at home?

This is the real deal experience. Youtube as it should be.

Creative Concept: Youtube at large.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

The Brand: Adagio, a Portuguese dairy company famous for its high end yogurts.

The Campaign: Launch of the new Skyr yogurt in the Portuguese market, an Icelandic recipe known and trending for its healthy benefits, specially the higher level of protein.

Brand Challenge: Adagio was losing brand awareness and market share in the last years. The company decided for a long time to maintain the traditional yogurt range, without acknowledging the new consumer expectations and needs that made greek yogurts and other healthy yogurts famous. The launch of the Skyr was their response in the market and a leap of faith to gain awareness and consideration from the public.

Strategic Approach: The Strategic Planning acknowledged Skyr was an upcoming trend and being considered by many as the "new greek yogurt, but healthier". The most relevant insight was the fact that when people eat a yogurt today, they don't do mainly for the taste. They do it for the benefits on their mind, their spirit, and their body. The notion of "Pleasure" shifted. It's not about closing your eyes when eating a spoon full of yogurt. It's preparing it, adding ingredients, taking a picture of it, tasting it.

Skyr is not a yogurt, it's a sensorial experience!

Creative Concept: It's not Skyr, it's Adagio Skyr.

The creative team enhanced the moment of consumption of the Skyr yogurt as a moment of ecstasy and pleasure that fulfils someone's cravings.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Sérgio Resende
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves

(Campaign was aired after I left Havas. Nevertheless I was the planner during the pitch)

The Brand: ADENE, the Portuguese Agency for Energy, whose mission is to promote and carry out activities of public interest in the field of energy (in particular energy efficiency).

The Campaign: A national awareness campaign to promote the benefits of the Energy Certificate among the Portuguese population.

Brand Challenge: As a public institution, the brand itself (ADENE) is not known by the Portuguese people. Nevertheless, as it is a nonprofit company, there wasn't any particular need to amplify the brand's name. The goal was clear: alert people for the need to ask (and pay) for an Energy Certificate which could consequently enhance the energy efficiency of their houses, if they intended to do the necessary changes.

Strategic Approach: Nobody knows much about Energy Certificates. As records of energy efficiency, these certificates guarantee the energy level of a house (in a scale from A to G), and identify the needs for investment in order to increase an household's efficiency. 

As they are mandatory when selling/renting real estate properties, the approach had to be focused on the potential people that would consider paying for this certificate as a means to increase their quality of life. If people want to be the best (an A) on everything in their lives, why should their house be any different?

Creative Concept: "When you certify it, You're valuing it"

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Sérgio Resende
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves

The Brand: Well's, a drugstore chain linked to the biggest supermarket chain in Portugal, Continente.

The Campaign: Health Plan Well's.

Brand Challenge: To relaunch its health plan in Portugal after a successful release in 2017 (check it in the portfolio) -  every person in the country who buy groceries in Continente and have their discount card, would have access to a free health plan.

Strategic Approach: In 2017 we explained the link between a food retailer and a health plan. In 2018, the biggest different was the fact there wasn't a minimum requirement of expenditure anymore. The health plan was now 100% FREE for those who had Continente discount card (which is free to get). A shift needed to be done. A health plan is not the same thing as food or house utilities. Hence, the way to communicate a free service had to be different.

The Strategy Planning gave an aspirational insight with potential to generate consideration for a health plan designed to relax people in terms of their Health and WellBeing. Because something free isn't just something that doesn't cost money. Free means broad access but mostly free of mind.

Having a free heath plan sets you free to do the things that really matter.

Creative Concept: The best things in life are free.

The Brand: GrandOptical, a premium optical retailer from the GrandVision group.

The Campaign: Positioning Manifesto and 2018 Campaign, celebrating the 20th anniversary of the brand in Portugal.

Brand Challenge: As Premiumness was a characteristic already used by many brands in the category, GrandOptical needed another approach which could differentiate the brand in the mind of the consumer.

Strategic Approach: The brand signature - Excellence in Optics - was the starting point for the strategic approach. So what's Excellence? Excellence can be highly misunderstood as it is commonly associated with Luxury. We needed to find a solution in which we could reinforce the image of its added value (quality service), without affecting its perfection of accessibility. 

Excellence is passion, exigency, dedication, knowledge. Excellence is so special, it requires the hands of a specialist. We wanted those seeking excellence to identify themselves with GrandOptical, so we shifted the center of the communication to the consumer.

GrandOptical is a specialist in optics, but all people are specialists at something.

Creative Concept: The optical brand chosen by specialists.

Credits

Vice President: Eugénio Chorão
Creative Lead: Paulo Pinto
Account Manager: Nuno Caetano
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: 7gb of mobile data.

Brand Challenge: To communicate the new mobile data plan in which consumers would have a stunning amount of 7gb to use in whatever they want.

Strategic Approach: There're a lot different ways to enhance the greatness of mobile data through a communication campaign. The Strategic Planning decided to look at the 7 gigabytes in a different way. It didn't matter how much 7 gigabytes of internet are. It mattered what people could do with it in their everyday lives. They had plenty of internet now to enjoy the trendiest topics.

With so much internet you won’t have to miss any of the Internet phenomena.

Creative Concept: 7gb forever = entertainment forever (creation of the phenomena #beardgrowingdance).

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves 

(Brand was launched after I left Havas. Nevertheless I was the planner during the entire rebranding process)

The Brand: Seguro Directo, a Portuguese insurance brand.

The Campaign: Renew the brand's visual identity and apply it to many communication supports - from a new website to the launch campaign.

Brand Challenge: Despite being present in the Portuguese life since 1996, and having been the pioneer in the sale of direct insurance, first by telephone, then online, and more recently through a television APP, new brands have appeared in the market and overshadowed Seguro Directo in Portugal. After some movements of the Ageas Group in the country, this was the moment to reposition the brand in the country.

Strategic Approach: This rebranding process was not only managed by the Strategic Department, but also the creative concept and new brand signature were originated by my insights on the brand and market itself.

First we looked to the Insurance Category: In the Portuguese market (and well, everywhere) there is literally no differentiation among insurers. Brands compete through price and their positioning is often quite weak. Nevertheless, new players coming into the market (insurtech brands such as Lemonade, Cuvva or Metromile) bring a strong digital approach to Insurance and are disrupting the entire category. They do this by “uncomplicating” insurance.

Then, we digged into the Consumer: Nobody trust Insurance companies. They are complicated, they don’t focus their offer on the specific aspects of each client, and worst of all, people don’t even trust they will help them if something bad happens. As of today, consumers expect of any company, what they see on the new players such as Amazon, Uber, or Airbnb. They expect… Simplicity. They want their products and services (insurance included) with zero effort.

Lastly we’ve analysed the Brand: A brand turning the market around. The main strategic goal of Seguro Directo was to increase conversion rates on its digital platforms. The brand was already one of the cheapest brands in the market but differentiation and uniqueness was required. And actually the brand was recognised for something quite unique on their market…Simplicity (both on the ease of purchase, and also on its processes). So why not take this and make it the focus of its communication? The Simplicity leaders in the market. Really, a simple insurer.

Seguro Directo, Easier than you think.

Creative Concept: Seguro Directo, Easier than you think.

The Brand: Vitalis, a Portuguese bottled water brand.

The Campaign: Portuguese Paralympic Sponsorship.

Brand Challenge: To sponsor the Portuguese Paralympic athletes, creating good awareness for Vitalis, and generating buzz for the upcoming 2016 Paralympic Games held in Rio de Janeiro, Brazil.

Strategic Approach: Paralympics are exceptional athletes. Even with their disabilities, they can reach amazing records and impress everyone with their skills and motivation. The strategic focus didn't intend to stress their weaknesses, it intended to highlight the fantastic mindset of these athletes.

My body doesn't define who I am. My ambition does.

Creative Concept: What are you thirsty for?

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Manager: Carlos Luz
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves

The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: Portuguese Football League Sponsorship.

Brand Challenge: To create an integrated communication campaign that could reach the supporters of all football teams in the Portuguese Football League.

Strategic Approach: Portugal is the country of football. We are European champions and have the best player in the world (which by the way, is the spokesperson for the biggest competitor of NOS, MEO, from the Altice group). Taking into account the fact that football brings good feelings as much as it brings hate, the Strategy Planning decided to use an inclusive approach in order to highlight the emotions football fans have in common, rather than the rivalry they have with each other.

No matter how different our jersey is, we have in common our passion for football.

Creative Concept: Football connects us.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves 

The Brand: MultiOpticas, the number 1 optical retailer in Portugal.

The Campaign: All-year communication plan.

Brand Challenge: To connect the market leader of the optical market with the Portuguese consumers, through an emotional link that could highlight the history of the brand in Portugal throughout many family generations.

Strategic Approach: The brand has a long history with the Portuguese population, being in the market for decades as the number 1 optical brand in the country. The strategic approach highlighted the close and strong bond the brand has with its costumers which have been faithful for generations, from grandparents to grandsons.

When we want the best, we always count on our family members.

Creative Concept: The MultiOpticas Family.

Credits

Vice President: Eugénio Chorão
Creative Lead: Paulo Pinto
Account Manager: Nuno Caetano
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves

The Brand: Seguro Directo, a Portuguese insurance brand.

The Campaign: All year communication campaign.

Brand Challenge: Develop an all year communication line which could present the main characteristics of the brands products and services.

Strategic Approach: Insurance is a complex category. It's known for the small letters in the contract and people have a hard time trusting brands, their services and their products. Seguro Directo is a direct insurance company that have Simplicity in the center of its positioning, therefore the Communication should have this factor in the center of the brand's commercials. The approach turned this information as an easy and chilled approach.

When it happens, it happens. There's no need to overcomplicate it.

Creative Concept: Go Straight to the Point.

Credits

CEO: Pedro Graça
Vice President: Eugénio Chorão
Creative Lead: Paulo Pinto
Account Manager: Sérgio Resende
Design Lead: Alexandre Mendes
Design Director: Ana Trigo
Strategic Planner: Telmo Esteves

The Brand: Well's, a drugstore chain linked to the biggest supermarket chain in Portugal, Continente.

The Campaign: Health Plan Well's.

Brand Challenge: To launch its health plan in Portugal. Every person in the country who buys their groceries in Continente, would have access to a free health plan.

Strategic Approach: The main challenge to the Strategic Planning was the fact that a food retailer was offering a free health plan to its consumers. It's something unordinary which could create doubts on peoples minds. Nevertheless, the approach needed to highlight the key benefit to the consumer: the fact that is free for active clientes (with minimum requirement of expenditure of 50 euros in the last 3 months). Continente discount card wasn't just a discount card anymore. It was an access card, for both discounts and health.

People don’t know it, but they have a health plan now.

Creative Concept: A health plan for you, for your family, for everyone.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Margarida Claro
Design Lead: Alexandre Mendes
Senior Strategic Planner: Diana Machado
Strategic Planner: Telmo Esteves