The initiative marks and aims to amplify the fact that the European Football Championship begins in just nine months' time, which is the ideal moment to promote the increase in birth rates among the Portuguese in a positive and fun way.
According to a study by Statista, Portugal is among the 10 European countries with the lowest birth rate, a situation that has consequences for the present and the future of our country.
As a factor in social transformation, with an enormous capacity to positively impact and influence people's lives, the Seleção promotes the creation of memories and motivation in all Portuguese people. MEO, too, as the leading brand in the sector, sees itself as the brand of all and for all Portuguese people.
With this campaign, the brand aims to amplify a problem that belongs to everyone and on which our future as a nation depends. This will be a communication platform that will be available for the next 9 months, and will give its contribution and encouragement to all those who want to face the great adventure of being parents.
The bravest will have, between diapers and bottles, 51 games to watch and live EURO 2024 intensely while they take parental leave. And the smartest will even have the chance to enjoy three free months of SportTV, the channel responsible for broadcasting all the European Championship matches, and many other surprises, initiatives and challenges that the Portuguese can find on FILHOSDOEURO.PT and which will be revealed over the next 9 months.
Continuing its sponsorship of the Portuguese Football Federation, MEO intends to tell a love story, in line with its signature "Humanize yourself". Love is the feeling that most concretizes humanization and the relationship between people.
Make Love for the National Team" campaign
"Make Love for Love of the National Team" is the motto of this campaign, which portrays an impactful issue for the future of our society.
To the sound of the song "Dialetos de Ternura", performed by one of Portugal's biggest hip-hop bands - Da Weasel, - MEO's new campaign aims to respond to the data revealing the low birth rate in our country with the emotion of soccer.
Encouraging Portuguese sports enthusiasts to have a baby in time to take parental leave during the European Championships in June 2024, MEO is launching a disruptive campaign
multi-media, broadcast on the usual media - TV, press, radio and digital - which will be on air from today, September 14.
Technical sheet
AGÊNCIA CRIATIVA - BAR OGILVY Executive Creative Director José Bomtempo Creative Director João Amaral, Nuno Riça Art Director João Amaral, António Duarte, Alexandre Sousa Copywriter Nuno Riça, João Freitas Social Media Beatriz Martinho, Catarina Moura Web Designer Frederico Graça Account Director Matilde Parreira Account Executive Sara Lopes Digital Production Director Sara Fonseca Programmer Tiago Simões, Nuno Quelhas, Nuno Mota Fine Art Pedro Santos TV Producer Nuno Calado
MEDIA AGENCY - OMD
Account Director
Paula Cruz
PRODUCER - SHOW OFF | MOLA Director Alexandre Montenegro Executive Producer Tamiris Montenegro Account Director António Correa D'Almeida Director of Photography André Szankowski Art Director Artur Pinheiro Post-Production Mola Post Sound Design Som de Lisboa MUSIC Work Dialects of Tenderness Author Carlos Nobre, João Nobre Performer / Version Da Weasel Record label Warner Music
MEO
Brand and Communications Director
Luiza Galindo