To gain a holistic understanding of their world, the ON ROAD team were immersed into the lives of 13-19 year-olds living in Lisbon who share a passion and love for football. In order to challenge and validate our hypotheses, we centred questions around life in Lisbon, their relationship with football and overcoming obstructions in the sport, gaining an in-depth understanding of the role football plays in Portuguese culture. Our local team connected us with game-changers within their community: coaches, local community leaders, grassroots teams, social & cultural activists and artists. We worked with figures who are pushing the game forward through inspiration and action and who were already providing access to opportunities through football. Our methodology uncovered actionable insights for the brand and allowed us to cast real Lisboetas to drive an authentic campaign with positive community impact.