Women's Football.
Orange released what looked like a highlight reel of France's men's team. Halfway through, visual effects revealed that every move had been made by the women's team, Les Bleues.
- Brand
- Orange
- Agency
- Marcel
- Market
- France
- Region
- Global
- Year
- 2023
The challenge
Women's football in France still faced the prejudice that it is less technical than the men's game. Orange, a partner of the French Football Federation since 2018, wanted fans to look at the women's team again.
The idea
Archivists spent weeks finding standout moves by Les Bleues and matching moves by the men's team. VFX artists at Prodigious then reworked the women's footage so the players looked like the male stars, until the film showed who had really played. Released in June 2023 as "La Compil des Bleues", it ran through L'Équipe, beIN Sports, Foot Mercato, the federation's channels and creators on YouTube, Twitter and Snapchat.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2024Film – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYBronze
- Cannes Lions 2024Social & Influencer – D02 SOCIAL FILMGold
- Cannes Lions 2024Social & Influencer – E02 SPONSORSHIP & BRAND PARTNERSHIPBronze
- Cannes Lions 2024Social & Influencer – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYSilver
- Cannes Lions 2024PR – B04 CONTENT CREATION & PRODUCTIONGold
- Cannes Lions 2024PR – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYBronze
- Cannes Lions 2024Entertainment Lions for Sport – D01 BRAND PARTNERSHIPS, SPONSORSHIPS & COLLABORATIONSGrand Prix
- Cannes Lions 2024Entertainment – E04 SOCIAL BEHAVIOUR & CULTURAL INSIGHTSilver
- Cannes Lions 2024Entertainment – E01 DIVERSITY & INCLUSION IN ENTERTAINMENTGold
- Cannes Lions 2024Film – A06 CONSUMER SERVICES/BUSINESS TO BUSINESSGrand Prix
Credits
- Creative agency
- Marcel
- Creative agency
- Publicis Conseil
- Production and post-production
- Prodigious
- Additional company
- Les Artisans du Film
- Commercial & POS Communication and Creation Chief, Orange
- Quentin Delobelle
- Advertising Director, Orange
- Ombline Thomine-Desmazures
- Brand Creative Director, Orange
- Annabel Salesa
- Video Production Manager, Orange
- Caroline Fortabat
- Advertising Manager, Orange
- Jean-Philippe Francisco
- Partnerships Manager, Orange
- Antoine Maillard
- Partnerships Manager, Orange
- Laetitia Lauron
- Partnerships Manager, Orange
- Mikel Sarriquet
- Media and Influence Manager, Orange
- Alexis Dreyfus
- Media and Influence Manager, Orange
- Isabelle Spanu
- Media and Influence Manager, Orange
- Morgan Challand
- Co-CEO, Marcel
- Pascal Nessim
- Co-CEO, Marcel
- Charles Georges-Picot
- Chief Creative Officer, Marcel
- Gaëtan du Peloux
- Chief Creative Officer, Marcel
- Youri Guerassimov
- Creative Director, Marcel
- Xavier Le Boullenger
- Copywriter, Marcel
- Antonin Jacquot
- Art Director, Marcel
- Vincent Teffene
- Associate Art Director, Marcel
- Sam Salou
- Motion Designer, Marcel
- Julien Taillez
- Social Media Creative, Marcel
- Mathieu Borza
- Associate Director, Marcel
- Eric Guillod
- Account Director, Marcel
- Solène Raverdy
- Directrice de Projet, Marcel
- Eva Castrillo
- Project Manager, Marcel
- Antoine Zago-Meyer
- Strategic Planner, Marcel
- Margaux Grenouilloux
- Executive Creative Director, Publicis Conseil
- Fabrice Delacourt
- Client Lead, Publicis Conseil
- Anne Dauvé
- Head of Production, Prodigious
- Timothé Rosenberg
- Post Production Manager, Prodigious
- Franck-Hervé Marc
- Post-producer, Prodigious
- Jonathan Keita
- Lead Flame Artist and VFX Supervisor, Prodigious
- Nicolas Vogel
- Chief Editor, Prodigious
- Mickäel Bandela
- Sound Producer, Prodigious
- Joël Tessonneau
- Sound Engineer, Prodigious
- Olivier Vehert
- Producer, Les Artisans du Film
- Valéry du Peloux
- Producer, Les Artisans du Film
- Sixtine Busetti
- Lead Archivist, Les Artisans du Film
- Rethi Tan
- Archivist, Les Artisans du Film
- Pouria Hossein-Pour
