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Category
Out of Home for Good
Annual ID
OS24_OH088M
About the Work
MEO created The Forgotten Team, a football team in tribute to the thousands of migrant workers who died building the infrastructure for the 2022 World Cup in Qatar. The Team’s jersey was inspired by the Human Rights Act. Its members were made up of the 10.33 million people in Portugal.
The campaign was launched with the iconic jersey. The bright yellow color and reflective stripes were inspired by the workers' vests, printed with Article 4 of the Human Rights Act: Freedom from slavery and forced labor. It served as a wearable call to action for supporters of human rights and generated national buzz. The jerseys were made available for purchase where all proceedings went to Amnesty International.
MEO redirected its sponsorship budget from the World Cup in Qatar to promote human rights. It tapped into the passion of football fans and their desire to see the sport played with dignity and respect for all. The campaign utilized various channels to reach its target audience, including MEO's own employees who proudly wore the jersey, storefronts, partner organizations, hacks on FIFA23, migrant ambassadors, sports influencers and even the yellow button on Tv remotes found in millions of Portuguese homes.
Creating a new football team for supporters of human rights was the perfect way to gain awareness in a nation heavily focused on football. The jersey quickly became a powerful symbol of bravery and resilience.
The campaign was launched with the iconic jersey. The bright yellow color and reflective stripes were inspired by the workers' vests, printed with Article 4 of the Human Rights Act: Freedom from slavery and forced labor. It served as a wearable call to action for supporters of human rights and generated national buzz. The jerseys were made available for purchase where all proceedings went to Amnesty International.
MEO redirected its sponsorship budget from the World Cup in Qatar to promote human rights. It tapped into the passion of football fans and their desire to see the sport played with dignity and respect for all. The campaign utilized various channels to reach its target audience, including MEO's own employees who proudly wore the jersey, storefronts, partner organizations, hacks on FIFA23, migrant ambassadors, sports influencers and even the yellow button on Tv remotes found in millions of Portuguese homes.
Creating a new football team for supporters of human rights was the perfect way to gain awareness in a nation heavily focused on football. The jersey quickly became a powerful symbol of bravery and resilience.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Portugal / Lisbon
Art Director
João Mescas
Chief Creative Officer
Lourenço Fernandes Thomaz
Copywriter
Diogo Stilwell
Designer
Tiago Rodrigues
Executive Creative Director
Ivo Purvis
Global Chief Creative Officer
Fred Levron
Strategist
Manuel Corte-Real
Head of Design
Emanuel Serôdio
Account Director
Rita Morgado
Account Manager
Carla Marques
CEO
Tomás Froes
Global CAO
Jayme Blasko
Global CPO
John Bleeden
Head of Production
Martim Lemos
Motion Graphics
Márcio Valente
PR
Vickie Fawcett
PR manager
Veronique Evans
Production Manager
Francisco Magalhães
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