The start of June saw BPI Bank activate its partnership with the Portugal Football Association / União Portuguesa de Futebol (UPF) in support of the Women’s National Team ahead of the 2023 FIFA Women’s World Cup via a campaign called ‘It’s A Girl’.
The campaign, developed in harness with agency Dentsu Creative, the campaign is spearheaded by a touching, family focused anchor film set to Tom Odell’s ‘Another Love’ track.
The commercial, which dropped on 30 May and ran across broadcast and digital channels, acts as both a tribute to the current team’s achievement and as an inspiration for young girls across the country to strive to reach their footballing dreams.
It tells the story of one father and daughter relationship, but it stands for all families and is a tale about young girls who never to stop dreaming and people who have now started to believe because the world and football is changing.
The spot is dedicated to the first Women’s National Football Team to go to a World Cup and to all the players that preceded them and to all those female footballers who have not yet been born.
Linked by the hahstags #BancoBPI #FutebolFeminino #ÉUmaMenina #Navegadoras, the anchor spot is backed by social amplification and supporting content.
“BPI Bank has been the main sponsor of the Portuguese Women’s National Team since 2018, promoting a more sustainable, balanced and equal society, by supporting and investing in different projects and areas. This year, the Women’s National Team qualified for the first time for the World Cup and BPI wanted a tribute and celebration of this amazing feat,” explained Dentsu Creative Portugal Copywriter João Moura. “So, after researching we discovered that most female athletes on this team had a similar story. And those stories are also the stories of millions of other girls that struggled to become a professional players in a society that was too slow to open those dreams for them.”
The campaign was created for client and BPI Bank by a team at creative agency Dentsu Creative which included Chief Executive Officer Tomás Froes, Chief Creative Officer Lourenço Thomaz, Executive Creative Director Ivo Purvis, Head Of Strategy Patrick Stilwell, Art Director Ricardo Marques, Copywriter João Moura, Head Of Production Martim Lemos and Account Director Paula Cardoso.
Production was by Ministerio dos Filmes with Executive Producer Alberto Rodrigues, Director Marco Martins and Director Of Photography Carlos Lopes, while post production and VFX were handled by Glimpse.
Outcome/Results
The film went viral across Portugal almost immediately and within a week of its release has clocked up more than 5m views.
Comment
The activation celebrates the first time that the Portuguese Women’s National Football Team has qualifying for the World Cup 9which runs from 20 July to 20 August) and comes after a decade of growth in women’s football across the country. Indeed, over the previous decade, female participation in football has grown by more than 400% with more than 15,000 registered players. The UPF’s current goal is to reach 75,000 by 2030.
BPI Bank has been the main sponsor of the Portuguese Women’s Team since 2018 and the side is currently ranked 9th in UEFA’s rankings and 21st in FIFA’s rankings.
At Australia/New Zealand 2023, the women’s team will, for the very first time, have a jersey and official team kit designed exclusively for them by apparel partner Nike (who will be replaced by Puma at the end of the US sportswear behemoth’s contract in January 2025).
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