The Brand: Men’ National Team

The Campaign: Euro 2024 Campaign

Brand Challenge: Twenty years after their Euro triumph, Portugal once again set out to compete in Europe’s most prestigious national teams competition. Led by an extraordinary generation of players—arguably the best in the country’s history—and guided by coach Roberto Martínez, Portugal entered Euro 2024 as favorites, thanks not only to the talent of its squad but also to a flawless qualifying campaign with 10 wins from 10 matches.

However, the objective of this campaign was not simply to generate visibility for Team Portugal’s participation. With the country, Europe, and the world all stopping to watch these games, and everyone uniting behind their team, it was certain that Portuguese fans didn’t need any campaign to ensure TV audiences.

The real challenge lay elsewhere. In recent years, the connection between fans and the National Team had weakened, partly due to less successful performances in previous Euros and World Cups. Our mission was to rekindle a positive sentiment among fans and restore the emotional bond between the team and the nation.

Strategic Approach: A key difference this time was the arrival of Roberto Martínez as head coach. Beyond his technical expertise, his communication style and positive interactions with journalists and fans quickly made him a popular figure among Portuguese supporters. His impressive run of victories further strengthened this connection.

For this campaign, we chose to center the narrative around the ‘Mister’—his ideas, personality, and leadership. An insightful detail: since his arrival, Roberto Martínez has frequently used a phrase in press conferences and interviews: “We work to create memories.” This statement not only resonates but also perfectly captures the essence of football’s impact on fans. More than just goals and results, National Team matches create lasting memories—memories that, if positive, can last a lifetime. This became the foundation of our campaign.

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

Building on the “Share the Passion” concept introduced earlier for the new kit launch, the agency brilliantly connected Roberto Martínez’s insight about creating memories with the passion shared by both fans and players. The creative idea involved renaming the City of Football—the Portuguese FA headquarters—to the “City of Memories” (at least for the campaign), and introducing a mysterious floor (-87) to reveal the secrets behind all the memories that would be made during Euro 2024. There, athletes practiced set pieces, shots, and celebrations—but above all, they worked to create memories. This approach not only reinforced the emotional connection but also invited fans to be part of the journey, sharing in the passion and anticipation of unforgettable moments to come.

Credits

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