The Forgotten Team

MEO

The Forgotten Team campaign by MEO is a prime example of groundbreaking creativity that pushes the boundaries in branded communications. The brand not only took a bold ethical stand by speaking out against the mistreatment of migrant workers, but also relocated its official sponsor resources to support a humanitarian cause.

This level of bravery and commitment to a higher purpose is rarely seen in advertising, where commercial interests usually take precedence. MEO proved to be a brand with a heart, that defended its moral principles even when risking criticism or and even the entire business. 

Poster titled 'Forgotten Team: The Rise of a Country for Human Rights' featuring a group of twelve people in yellow reflective vests standing on a football field with a crowd in the background. Highlighted statistics include 'Nation Support: 98%', 'Reach: 99M', 'Earned Media: 1.5M €', and 'Brand Perception: +6%'. The poster discusses issues of slavery and forced labor with mentions of Article 4 and campaign slogans.
  • An image of the Float House.
  • Collage of FIFA 23 video game scenes featuring a virtual football team called the Forgotten Team, with players in yellow jerseys and some children in yellow vests, broadcasting and social media elements, and text discussing the team's context and a goalkeeper.
  • A promotional image showing a person holding a black remote control with a TV screen in the background. The TV displays a soccer match. The image contains green and black text with statistics on football matches, visits, donations, and fundraising.