The concept was to give hope and pride back to the Portuguese youth. Great heroes can come out of this often-overshadowed country. We used a Portuguese myth to create our story;
"one day the king will return out of a misty morning and save our country". Communicating that, success lies not in the waiting, but in the making. New heroes come out of the mist to bring us all towards new discoveries. Portugal’s national football team and other successful athletes help inspire the future of Portugal. They are Portugal’s second age of glory. The campaign ran in three phases and across numerous mediums for more than a year.
Project: "Just Do It" campaign for Portugal. Print ads, TV spots, trains, outdoor, stores and POS. We used multiple ink techniques to communicate the king returning out of a misty morning.