With remarkable growth in terms of quality and results, the Portuguese national team has excelled in recent years, winning the hearts of all the Portuguese.
Highlighting its historic relationship with the Portuguese Football Federation, as the official sponsor of all national teams, MEO intends to enhance women's soccer, betting on its growth and making it reach more people.
The support and association of the MEO brand with sport and different sports - such as soccer, motorsport, surfing, tennis or skateboarding - aims to be where the emotions of the Portuguese are. Soccer is a theme that brings Portuguese families together and the brand's connection to sport reinforces fans' identification with MEO, just as they have with technology because of the connectivity it allows.
On the other hand, support for the women's national team also reinforces MEO's positioning as a brand that promotes diversity, inclusion and equality. In this commitment to society, MEO seeks to reflect these principles in its actions, in its sponsorships and in the diversification of its offer of channels for all targets and communities.
Under the tagline “It’s not just women’s soccer. It’s Portugal,” MEO’s campaign features an 11-year-old boy walking to school with his mother, wearing a Portuguese national team jersey and carrying a soccer ball. In the schoolyard, a group of young girls are playing soccer, and the boy is restless, unsure if he can join the game, until he is invited to play. He steps onto the field wearing a jersey with the name “Jéssica S,” which had been given to him by athlete Jéssica Silva during a match in support of the Portuguese women’s national soccer team.
This is a story of female empowerment, which brings boys and girls together on a soccer pitch, symbolically trying to bring all the fans together around the World Cup in Australia and New Zealand.
It should also be noted that on July 7, the match against Ukraine saw an absolute record number of fans in the stands at the Bessa stadium. The match was sponsored by MEO and filled 20,123 seats in what was the Portuguese players' farewell match before leaving for the Women's World Cup.
Through a communication campaign, MEO and the Portuguese Football Federation once again joined forces and contributed to this being the biggest crowd ever at a women's soccer match in Portugal.
Technical sheet
Creative Agency: Dentsu Creative Portugal
CEO: Tomás Froes
CCO: Lourenço Thomaz
Executive Creative Director: Ivo Purvis
Head of Strategy: Patrick Stilwell
Art Director: Orlando Gonçalves
Copywriter: Cristina Amorim
Head of Production: Martim Lemos
Account Director: Carla Vidal Marques
Account: Rita Morgado
Production Company: Garage Films
Executive Producer: Miguel Varela
Film Director: Enrique Escamilla
Post Production: Garage
Sound Design: Ingreme
Media Agency: OMD
Account Director: Paula Cruz
Client:
Brand and Communications Director: Luiza Galindo