Cannes Lions

THE 11 EUSÉBIOS

Y&R LISBON, Lisbon / SPORT LISBOA E BENFICA / 2014

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Overview

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Credits

OVERVIEW

Description

On January 5th 2014, Eusébio da Silva Ferreira, Benfica's legendary player and renowned national figure passed away. He was one of the most respected soccer players in the world and rivalled Pelé and Maradona as one of the greatest players of all time. It was an emotional week for every soccer enthusiast and especially for Benfica fans.

The next Benfica game was a home match with long-time rival FC Porto and the club wanted to remember Eusébio in the greatest way possible. Something that would bring together every fan of the game. That was the challenge they presented to us.

Execution

When Benfica entered the field, all players wore the name of Eusébio on the back of their jerseys.

11 Eusébios lined up for the team during the 94 minutes of the match. It was an emotional match for the fans at the stadium and at home.

Outcome

The first good result was the final score: Benfica won 2-0. The tribute was highly covered in broadcast media and praised in social networks.

People all over the world got to know Benfica for the first time, as a brand and an institution. The jerseys were later auctioned for the benefit of a charity organisation.

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