Continente: Portugal Beats Germany

Confidence comes to Portugal via German, Netherlands and Denmark.

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Portugal wasn't so lucky in this year's Euro 2012 draw, which pit the country against Germany, Denmark and the Netherlands, three of the tournament's former champions, which the nation dubs "the death group." To raise Portuguese spirits, retailer Continente and agency Born have kicked off a series of elaborate stunts.

The agency created special ads to be aired in the homelands of its three opponents (the first Portuguese spots to run in those countries). Each stars a former Portuguese soccer star who demonstrated his team's fortitude against respective foes: Carlos Manuel, who landed a goal in a crucial 1985 game against Germany in Stuttgart; Maniche, who scored against the Netherlands in the 2004 Euro, and Luis Figo, one of the strongest opponents against Danish football legend Peter Schmeichel. Alongside the ads, the agency created accompanying outdoor components broadcasting Portuguese wins against the various countries. All the elements will be incorporated into films to help bring confidence to Portuguese viewers.

Continente recently released the film showing the German stunt, featured here. It is now preparing to broadcast the Denmark and Netherlands spots in those countries, so we'll be seeing more reactions from around the world soon.

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About

Credits
Date
May 24, 2012
Agency:
Born Lisbon
Chief Creative Officer:
Joao Felix da Costa
Client:
Continente
Creative Director:
Duarte Vilaca
Copywriter:
Nicolas Grassi
Copywriter:
Junior
Project Management:
Monica Januario
Production Company:
Subfilmes
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