History isn’t written by spectators, it’s shaped by those who dare to make a difference. A content series about individuals who are pushing, or have pushed, themselves to the limit to become icons of Portuguese football. Their ultimate goal? To leave a legacy and make history.
• Concept & Content Creation • Creative Strategy • Global Program Leadership •
In a Nutshell
Football is more than just a game, it’s about those who rise above challenges, push boundaries, and leave a mark that lasts beyond 90 minutes.
That’s the mindset behind History Needs Makers Series, a content created to spotlight the athletes shaping, and reshaping, the future of Portuguese football.
To bring this concept to life, we focused on storytelling, capturing the mindset and journey. But just as important, we focused on authenticity, keeping it raw, real, and centered on the people behind the game.
In the section below, I will share how it all came together.
Objectives
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Strengthens the brand’s connection with Portugal, reinforcing authenticity and aligning with core values.
KPI: Brand Awareness
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Showcase real stories to inspire audiences to pursue their dreams
KPI: Brand Awareness
Concept
The episodes continue the campaign launched in January 2025, extending the momentum of the first campaign with Puma & Portugal as partners.
With it, we are aiming to explore different perspectives on what "History Needs Makers", the overarching theme of the campaign, represents.
Moodboard
With a more storytelling approach, we wanted the film to have a distinct grainy texture and color to give a more organic and timeless feel.
The Stories
The episodes will go out in three different moments of the year, starting in March, then July, and closing the first season with a special long-form in November.
Every Legend Starts From Somewhere.
The Route to Greatness.
Black Panther: Light years ahead of his time.
Episode One
“Every Legend Starts From Somewhere”
History isn’t written by spectators, it’s shaped by those who dare to make a difference. In this first episode of a three-part miniseries, join Diogo Dalot as he shares his journey: from dreaming of becoming a footballer, overcoming injury, to proudly representing Portugal’s national team. Watch how he found new paths to keep the dream alive.
Episode Two
“The Route To Greatness”
In the second episode of the series, we followed Carole Costa and Diana Silva as they shared their path to the Portuguese Women’s National Team. It’s a story of resilience, representation, and what it takes to rise. With the UEFA Women’s EURO 2025 on the horizon, their journey meant even more.
Social Media Outcome (Episode 1+2)
The campaign performed well, reaching over 4M users, with an engagement rate of 14.4% and driving 315K total engagement. It resonated with our target audience and met key objectives, boosting brand visibility across key markets.
Broadcast
The Series is also on Channel 11, the main sports broadcast in Portugal, and the data presented refers to the period between March 1st and March 31st.
Closing Insights
This series shares the stories of individuals making history with their national team, aiming to inspire the Portuguese community and reinforce PUMA as their trusted partner.
Part of a broader football storytelling project, it highlights real athlete journeys through authentic sports marketing.