Client

Portuguese Football Federation

Brand

Portuguese Football Federation

Production Company

The Mill

Director

Carl Addy, The Mill

Capabilities

Ideation / Creative Direction / Direction / Production / Design / VFX / Colour

Brief

Create the Portuguese Football Federation’s first ever World Cup campaign featuring the nation’s hero, Ronaldo. To inspire fans to achieve their dreams, not just on the football pitch but in their everyday lives.

Approach

Create a world cup campaign that didn't look like a world cup campaign. Something that was as much about Portugal as the football team. Craft a film with key illustrative visuals that could be used flexibly across social channels and merchandise.

Impact

A bold, multifaceted campaign drawing on all of The Mill’s capabilities. Delivering not just a film but a social strategy alongside physical merch for people to buy. Social assets were shared by Ronaldo on his personal instagram reaching over 180 million people during the Men’s World Cup.

Concepted and directed by The Mill’s Carl Addy, the film cleverly interprets traditional Portuguese phrases through a mixture of beautifully shot live action elements, alongside original and bold illustrations.

We were on hand from the initial concept through to the final delivery, ensuring the piece powerfully communicated an inspiring message which encapsulates the passion and determination of the Portuguese players in the context of their local heritage.

Throughout the rhythmic spot we see a number of motivational sayings appear over each scene which Carl brought to life through a variety of hand drawn designs which become almost like emblems. These designs have also been used on various promotional materials for the team.

Carl adds, ‘

‘Portugal is a nation rich with culture. To say that any of these football stars are self-made may be true but it misses the nuance of heritage. The spot’s main goal was to pay homage to the people, the generations of wisdom passed down in strange sayings. This film is a love letter to language, the power of phrases refined and adapted over time, incredibly visual, humorous and revealing.

Conquista O Sonho means ‘Conquer Your Dream’. I wanted this film to be a kinetic edit of found phrases all connected in a surreal dreamlike tone.The frenetic edit and surreal transitions work together to create a high action yet dreamlike quality that unites different voices and places from across the country.By allowing the spot to become an outlet for the nation’s nervous anticipation, we hoped to remind them that each one of them is connected by heritage, sons and daughters of conquerors.

It also acts as a reminder to everyone that it is not by chance that this team finds itself as future champions but it is in their blood.’