The Brand: Women’s Futsal National Team

The Campaign: FIFA Women’s Futsal World Cup 2025

Brand Challenge: The 2025 tournament marked a historic milestone: the first-ever Women’s Futsal World Cup organized by FIFA. For Portugal, a nation with a proud tradition in futsal, this was more than just another competition, it was the fulfillment of a dream long nurtured by the athletes, coaches, and everyone who believed in the growth of women’s futsal.

Despite the team’s quality and achievements, visibility remained a key challenge. The athletes and their stories were not widely known by the Portuguese public, and our mission was to change that. To make the entire country aware of this historic moment and ensure that everyone could share in the dream.

The goal was simple but powerful: to unite the nation behind the team, celebrating this first World Cup as a collective achievement.

Strategic Approach: More than promoting a competition, this campaign aimed to humanize the team and amplify their voices. It was about transforming an individual dream into a collective one, creating empathy, pride, and recognition.

To achieve this, FPF positioned the campaign as a story of inspiration and unity. It was not only a call to support the Women’s Futsal Team, but also a tribute to every Portuguese who dreams, works hard, and overcomes barriers.

Visibility and emotional connection were the main drivers: by showcasing the athletes as relatable, inspiring women, and by including coaches, federation leaders, and even family members, the message became authentic, personal, and universal.

Creative Concept:
“O Sonho de uma é o Sonho de todos”
Her Dream is Our Dream.

The creative concept stems from a beautifully simple truth: when one woman achieves her dream, she inspires others to believe in theirs. The campaign celebrates the collective power behind individual ambition, the idea that every goal scored and every victory achieved belongs to all of us.

The ad features the National Team players, head coach Luís Conceição, FPF President Pedro Proença, and even the grandmother of one of the athletes, symbolizing the shared emotion that transcends generations. Through their words and emotions, we witness what this World Cup truly means: the fulfillment of a dream that began in small sports halls and is now showcased on the global stage.

Credits

Marketing Director: Manuel Abegão
Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Agency: Fuel
Production: Garage Films
Photography: Pluma