Briefing: To promote Liga Sagres. To reinforce Sagres as a football brand, to increase both the attendance at the stadiums and Sagres sales.
Idea: Get on the Field – Sagres makes posible the wildest and most unreachable dream of every soccer lover: to put on their boots and experience what it feels like to play a game on real stadiums, completely full of fans. Collect the codes from the bottle caps, insert them on the website, choose the game you wish to play and “Get on the Field”.
Results: More than 287.630 visits to Sagres website... 8.5 millions codes inserted by consumers... More than 2.000 teams created from all parts of the country... And more than 10.4 million page views on the promotion´s website (in a country with a population of only 10 million people)

Advertised brand: LIGA SAGRES Advert title(s): GET ON THE FIELD Advertising Agency: Fischer Portugal, Lisbon, Portugal Creative Director: Diogo Mello Art Director: Diogo Mello, Marco Martins Copywriter: Rafael Pitanguy Account Manager: Maria Caetano, Tiago Sousa Planner: Marcio Beauclair Director: Garage – Ernesto Bacalhau Art Buyer: Sonia Saldanha TV Producer: Cesar Monteiro Published/Released/Aired (Month, Year): August, 2009

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.