Description
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 football, Orange (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. But 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 1st 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' has been 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 1 media asset. It was submitted about 1 year ago by LLLLITL.
Credits
Brand: Orange.
Commercial & POS Communication and Creation Chief: Quentin Delobelle.
Advertising Director: Ombline Thomine-Desmazures.
Brand Creative Director: Annabel Salesa.
Video Production Manager: Caroline Fortabat.
Advertising Manager: Jean-Philippe Francisco.
Partnerships Managers: Antoine Maillard, Laetitia Lauron et Mikel Sarriquet.
Media and Influence Managers: Alexis Dreyfus, Isabelle Spanu et Morgan Challand.
Advertising Agency: Marcel , Paris (France).
Co-CEOs: Pascal Nessim et Charles Georges-Picot.
Chief Creative Officers: Gaëtan du Peloux & Youri Guerassimov.
Creative Director: Xavier Le Boullenger.
Copywriter: Antonin Jacquot.
Art Director: Vincent Teffene.
Ass. Art Director: Sam Salou.
Motion Designer: Julien Taillez.
Social Media Creative: Mathieu Borza.
Associate Director: Eric Guillod.
Account Director: Solène Raverdy.
Directrice de Projet: Eva Castrillo.
Project Manager: Antoine Zago-Meyer.
Strategic Planner: Margaux Grenouilloux.
Advertising Agency: Publicis Conseil.
Executive Creative Director: Fabrice Delacourt.
Client Lead: Anne Dauvé.
Production: Prodigious.
Head of Production: Timothé Rosenberg.
Post Production Manager: Franck-Hervé Marc.
Post-producer: Jonathan Keita.
Lead Flame Artist, VFX Supervisor : Nicolas Vogel.
VFX: Sébastien Delecour, Sylysak Taidonekhong, Emilia Redondy, Luc Noehringer, Guillaume Riboulet, Louis Nicod, François-Xavier Clément, Paul Crézé, Léo Auger, Adrien Vernier, Mathieu Cabaret.
Chief Editor: Mickäel Bandela.
Archive Research: Les Artisans du Film.
Producers: Valéry du Peloux & Sixtine Busetti.
Archivists: Rethi Tan (Lead) & Pouria Hossein-Pour.
Sound Production: Prodigious.
Sound Producer: Joël Tessonneau.
Sound Engineer: Olivier Vehert.
