The Brand: Portugal Women’s National Team

The Campaign: UEFA Women’s Euro 2025

Brand Challenge: Following the breakthrough campaign for the 2023 Women’s World Cup—which not only elevated the popularity of the Women’s National Team among Portuguese fans but also earned the FPF its first-ever Effie award—the challenge was clear: to once again capture the nation’s attention, celebrate our athletes on the European stage, and inspire even more girls to dream of playing football.

The goal was not just to rally support for the team, but to continue building a movement that empowers the next generation of women in football.

Strategic Approach: This campaign needed to build on the momentum of recent years, positioning the Women’s National Team as role models both on and off the pitch. The approach was twofold:

Visibility: Shine a spotlight on the players as national icons, ensuring their achievements are recognized and celebrated by all.

Inspiration: Use the team’s journey and stories to motivate more girls to take their first steps in football, showing that greatness is possible for anyone.

By connecting the team’s success to a broader message of empowerment, the campaign aimed to strengthen the bond between the players and the Portuguese public, while growing the base of young female footballers across the country.

Creative Concept:
Behind Every Great Woman… Is Another Great Woman

Inspired by the timeless saying, the campaign gives it a modern twist—celebrating the idea that the strength of one woman is amplified by the support and inspiration of others. The centerpiece is a powerful film featuring all the players called up for the Euro, head coach Francisco Neto, and some of Portugal’s most iconic former internationals, including Carla Couto, Edite Fernandes, Paula Cristina, Ana Rita Gomes, and Alfredina Silva.

Through their stories—both on the pitch and beyond—the film highlights what makes these women great, offering a message of unity, resilience, and ambition. It’s a tribute to the legacy of those who paved the way, and a call to the next generation: every girl can find her place in football, and every dream is possible.

This was more than a campaign. It’s a celebration of women’s football, a tribute to those who came before, and an invitation for every girl to be part of the next great chapter.

Credits

Marketing Director: Manuel Abegão
Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Agency: Judas
Production: 78
Photography: Pluma