We partnered with Amnesty International to form the “Forgotten Team", to raise awareness about human rights abuse.
MEO, Portugal's top broadcaster and official sponsor of the national 2022 Qatar World Cup team, faced a dilemma.
Dentsu Creative partnered with Amnesty International to form the “Forgotten Team", to raise awareness about human rights abuse and raise funds for the victims' families.
The team jersey was inspired by the workers' vests, in electric yellow complete with reflective bands and the number 4 representing Article 4 of the Human Rights Act on the back, with a QR code to drive donations.
Jerseys were distributed at football stadiums with the objective to create a symbol that would unite fans to support the cause, and distinctly stand out amongst the colourful and celebratory crowds at games.
When football authorities banned the jersey from stadiums, it soon went on to become a symbol of bravery and virtue and ignited a rallying spirit.
The impact on the Portuguese people was immense, with the abuses in Qatar so close to the heart of a nation with many immigrants and overseas workers.
The campaign reached 98% of Portugal with more than 1.5M of earned media. It was the highest evaluated World Cup campaign with 78% approval rating, surpassing the evaluations of big sport, alcohol and fast food brands who sponsored.
The Forgotten Team continues to send jerseys to future World Cup hosts in an effort to ensure that workers' rights are not forgotten.
It showed that a brand can stand for something more than just profits, and that people will support those who take a stand for what they believe in.
Reach in Portugal
Voted Most Impactful World Cup Campaign by 78% in SCOPE survey