Novas Oportunidades was a portuguese goverment initiative released in 2006 and one of the first limelight campaigns/phenomena I was involved with.

The briefing came as a surprise pitch, we were invited for a competition with other big advertising agencies. Due to the nature of the yet unnanounced advertising campaign we were forbidden from talking about this project with anyone, including colleagues from our own company who were not involved in the pitch, and any outsiders, friends or even family, making you feel like James Bond.

I was but a summer trainee at the EuroRSCG portuguese branch then but saw this shape up from the brainstorm into the final proposal in record time and, while I left before it was out on the streets, soon it was everywhere. I was, and am, very proud that I was able to be there and while certainly not the mastermind for it, having contributed to it somewhat.

This was a very popular campaign, due to the use of local celebreties working in positions related to their area of expertise in "what if they hadn't studied" scenarios. For instance one of Portugal's biggest TV Anchor and Journalist appeared in a Kiosk selling magazines, according to the narrative that could have been her outcome had she not studied.

That lead to thousands of crude photoshop mockeries (what we call a "meme" or going "viral" these days) and got mentions everywhere so it's still very present and well remembered all over the portuguese stratosphere.