2024 Clio Grand Award Winner
France Women’s National Football Team like you’ve never seen it before. Ahead of the world’s most important international competition in women’s football, Orange, a leading French telecom brand, wanted to highlight its commitment as a partner of all types of football for more than 24 years and of the French Football Federation since 2018.
Orange is taking a stand in favor of women’s football ahead of the Bleues’ international competition, with the aim of overturning one of the prejudices that all too often surround the players. Many football ‘fans,’ without ever having watched women’s football, have strong opinions about the level of the players. However, football fans’ appetite for highlights compilations of great actions is an opportunity for Orange to reverse the trend.
How? Through a never-before-seen compilation of actions from the men’s ‘Equipe de France,’ which quickly reveals itself to be a compilation of technical moves from the women’s Equipe de France: ‘La Compil des Bleues’ (‘The Bleues’ Highlights’). Using VFX tricks, the appearance of the female players is altered in the first part of the compilation to support a strong message: when Orange supports les Bleus, Orange supports les Bleues.
A technical feat that required weeks of in-depth research into the French Football Federation’s archives to find the women’s technical moves, then search for their exact replicas among the male players’ moves, and then trick the women’s images using VFX.
‘La Compil des Bleues’ was released in June 2023 in an ecosystem specifically designed to target football fans wherever they are online: L’Équipe, BeIN Sports, Foot Mercato, the Fédération Française de Football’s platforms, and using influencers on YouTube, Twitter, and Snapchat.
This professional campaign titled ‘WoMen’s Football (case study)’ was published in France in May 2024. It was created for the brand Orange by ad agencies Marcel and Marcel Paris. This Content, Digital, and Film media campaign is related to the Education, Recreation, Leisure, and Sports industries and contains one media asset.
By cleverly blending technical prowess with social commentary, Orange has effectively challenged stereotypes and showcased the incredible talent of the French Women’s National Football Team. This campaign not only highlights the brand’s long-standing support for football but also its commitment to gender equality and the celebration of athletic excellence.
