Football is a male-dominated culture. And where there’s too much testosterone, there’s often a lack of tolerance and diversity, creating an uncomfortable environment for families that love the game but feel uneasy going to stadiums. With 78% of its members being male, Benfica - the biggest club in Portugal - decided to do something about it:
A Benfica family membership, with special conditions for families. Stressing the fact that it was meant for all kinds of families. Traditional or non-traditional. And in the campaign, we showed them all.
The campaign has already shown some results, with over 4000 (and counting) becoming family members, with female members making up 50% of last month's new members. It has been picked up both locally and abroad with multiple references in news sites and TV shows from Italy to Brazil. Praise came from several platforms, social media and public figures, including members of the Portuguese Parliament. The campaign also drew countless emotional replies, even from some of Benfica’s rivals.
This professional campaign titled 'It Doesn’t Matter How The Family Is, As Long As There's Love' was published in Portugal in March, 2019. It was created for the brand: SL Benfica, by ad agency: o escritório. This Film medium campaign is related to the Sports industry and contains 1 media asset. It was submitted almost 5 years ago.
Advertising Agency: O Escritório, Portugal
Production Company: Show Off Films
Director: Bruno Ferreira
Director of Photography: Leandro Ferrão
Post Production: Mola Post
Sound: Digital Mix