CHANGAN × PORTUGAL NATIONAL FOOTBALL TEAM │ GLOBAL BRAND PARTNERSHIP
Creative Direction / Strategy
In May 2026, Changan Automobile became the Official Global Partner of the Portugal National Football Team. Both sides needed one idea strong enough to carry a global partnership.
Portugal's greatness was never built in a single tournament, it was earned by generations who kept showing up long after the applause stopped. Changan's rise was never built on one announcement, it was built car by car, proof by proof. That is the insight I pushed the whole campaign to be built on: Stay in the Game.
Shaped into a creative platform, the rhythm of the sport, "Chance - Challenge - Chant - Champion", maps onto Changan's own long game, and became Sounds Like Changan, the sound of the brand before you see the logo. A philosophy proven by football, not borrowed from it. The partnership announcement film introduced the platform, which would continue across every touchpoint of the collaboration.
I led the creative strategy and direction, then carried it through event planning and project management as the partnership rolled out globally.
Visual Approach - “Blue spark”
Portugal's red and Changan's blue collide in motion. Two colors that don't blend, they spark, not with fire, but with precision. That collision, red pushing against blue, became the energy behind every extension, deployed across channels globally.
Launch Event & Global Rollout
The partnership was signed in Lisbon, then built out into everyday touchpoints across markets, from dealership windows to in-store displays. If Stay in the Game means showing up consistently, the campaign had to live beyond the launch moment and into the spaces where people actually encounter the brand.
2nd tvc - “never done”
“Never Done” was created to extend the partnership beyond the tournament itself. Instead of celebrating a single result, the film focuses on the mindset that defines both football and CHANGAN. Every ending marks the beginning of the next challenge. By shifting the narrative from victory to continuous progress, the campaign reinforces a brand philosophy built on resilience, ambition, and the determination to keep moving forward.
