FORGOTTEN TEAM – The rise of a country for human rights

meo x Amnesty International – FORGOTTEN TEAM, The rise of a country for human rights

How could a leading humanizing brand stand out as an indirect sponsor of the most controversial and deadly FIFA World Cup ever?

When every brand in the world was closing their eyes to the most corrupt World Cup ever and chasing profitability, MEO chose to put Human Rights firsT to reinforce its brand positioning.

as the main sponsor of the Portuguese National team, decided to join Amnesty International to sponsor a new team – The Forgotten Team, to bring social conscious where it lacked the most.

Created as A tribute to the abused workers of Qatar, represented by a memorable jersey inspired on the workers vests printed with Article 4 of the Human Rights Act. The jersey became symbol of courage and ignited a nationwide movement. From street art to parliament, the country rallied with awakened consciences through the whole world.