The Brand: Portuguese Football Federation

The Campaign: Introducing Portugal’s New Head Coach

Brand Challenge

Portugal’s elimination from the 2026 World Cup brought one chapter to an end. Just four days later, Jorge Jesus was set to be introduced as the new National Team head coach. The challenge was to acknowledge the speed and significance of that transition without letting the announcement feel like a routine change of leadership.

This was an opportunity to mark the beginning of a new cycle. We needed content that would make the appointment immediately relevant to Portuguese fans and give them a clear sense of the personality now leading the team.

Strategic Approach

Jorge Jesus is a charismatic coach with a career Portuguese football fans know well, including spells at Benfica and Sporting, as well as Flamengo. Rather than presenting him through simple, polished portraits, we wanted to draw on that familiarity and create an immediate connection with the people who have followed and admired his journey.

The approach was to let his personality lead the announcement. The images needed to do more than reveal who the new coach was: they had to make the start of this new chapter feel unmistakably like Jorge Jesus.

Creative Approach

We created a set filled with references and Easter eggs that helped tell his story. Each detail offered fans something to recognize or discover, turning the announcement into more than a series of photographs and videos.

We also wanted to give prominence to the statement Jorge Jesus made at his press conference: “Chegámos para vencer” - “Here to Win.” Alongside the year 2030, marking the end of his contract, the phrase gave the content a clear sense of ambition and direction. At its heart was a simple message: Jorge Jesus, a Portuguese coach the country already knew, was now leading Portugal into a new cycle.

Credits

Marketing Director: Manuel Abegão
Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Promotion Manager: Tiago Barra
Photographer: Diogo Pinto & Marta Coelho
Videographer: Tiago Gonçalves