The Brand: Portuguese Football Federation

The Campaign: Fair Play Campaign

Brand Challenge: Football today is increasingly marked by negative behaviors and attitudes among fans, players, and other stakeholders. It has become unsustainable to continue down this path—both now and in the future. The drive to win at all costs often overshadows essential values such as respect, equality, integrity, and tolerance. The FPF recognized the urgent need to send a clear, unifying message: change is necessary for the good of the game.

Strategic Approach: Addressing the issue of Fair Play is complex. Too often, campaigns rely on generic messages that fail to inspire real change. We understood that a new approach was needed—one that would not only highlight the problem but also project a future shaped by our actions today. Whether on the pitch or in the stands, everyone has a role to play. Our goal was to show that, without a shift in behavior, the future of football will remain unchanged—and that responsibility lies with all of us.

Creative Idea: #ChooseFairPlay
The campaign video features real-life examples of behaviors that go against the spirit of Fair Play: simulation, time-wasting, provocative celebrations, and verbal abuse. By confronting viewers with these actions, we highlight the negative impact they have on the sport—especially on young fans who look to players and supporters as role models. The message is clear: if these behaviors are taught and accepted in football schools and stadiums, they will be perpetuated for generations to come.

Developed in collaboration with the agency, this disruptive campaign calls on everyone to #ChooseFairPlay. It challenges each of us to reflect on our own attitudes and behaviors, not only for the sake of football today, but to safeguard its future. The campaign is a powerful reminder that change starts with each individual—on the pitch, in the stands, and everywhere football is played.

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