Pink Seat

Sporting Clube de Portugal, together with the Sporting Foundation, once again sought to reinforce its commitment to breast cancer prevention, early diagnosis, and fundraising for the cause, through Pink October. In a month of strong media noise and dispersed attention, the challenge was to create an idea with great visual and emotional impact capable of mobilizing fans, families, and the general public. The campaign had to be human, positive, and inspiring, using the club's visibility to generate conversation, social involvement, and concrete support for the Portuguese League Against Cancer.
The Pink Seat was born: a single seat in the stands of the José Alvalade Stadium, painted pink in the middle of a sea of green, transformed into a permanent symbol of the fight against breast cancer. Instead of being occupied, this seat became an immersive billboard, always visible, always present, always reminding everyone of the importance of prevention, screening, and early diagnosis.