The One Show
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Category
Use of Technology
Annual ID
OS24_IC014B
About the Work
Orange is the leading telecommunications provider in France and a historical sponsor of French football. As a former public service, its mission has always been to unite people. However, while Orange equally supports both the men's and women's national football teams, women's football still faces significant gender bias among fans. Orange has chosen to confront this prejudice and capitalize on the 2023 FIFA Women's World Cup to spark a global conversation. The campaign thanks to its form and its incredible success became the most shared educational content to fight against gender bias.
To challenge football fans' preconceived notions, we used their love of beautiful technical moves to create a Trojan horse. We created a never-before-seen compilation of actions from players of the French men's team. For 1 minute, we see the beautiful play of Mbappé, Giroud, Griezmann, etc..., in a sequence that borrows from the codes of sports best-of videos.
The reveal then unveils the ruse: the video was in reality a compilation of... women’s technical moves! Thanks to VFX effects, the appearance of the French woman's team has been faked in the 1st part of the compilation, to serve a strong message. These skillful women's actions, without VFX, are replayed in the 2nd part of the video, so that the audience can admire them, stripped away from the filter of their gender stereotypes.
To challenge football fans' preconceived notions, we used their love of beautiful technical moves to create a Trojan horse. We created a never-before-seen compilation of actions from players of the French men's team. For 1 minute, we see the beautiful play of Mbappé, Giroud, Griezmann, etc..., in a sequence that borrows from the codes of sports best-of videos.
The reveal then unveils the ruse: the video was in reality a compilation of... women’s technical moves! Thanks to VFX effects, the appearance of the French woman's team has been faked in the 1st part of the compilation, to serve a strong message. These skillful women's actions, without VFX, are replayed in the 2nd part of the video, so that the audience can admire them, stripped away from the filter of their gender stereotypes.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Marcel / Paris
Production Company
Prodigious / Paris
Post Production Company
Les Artisans du Film / Paris
Art Director
Vincent Teffene
Copywriter
Antonin Jacquot
Creative Director
Xavier Le Boullenger
Executive Creative Director
Fabrice Delacourt
Motion Designer
Julien Taillez
Producer
Sixtine Busetti
Valéry du Peloux
Art Director Assistant
Sam Salou
CCO
Marco Venturelli
Chief Creative Officers & CEO
Gaëtan du Peloux
Youri Guerassimov
Copywriter Assistant
Anais Herd-Smith
Vincent Brillet
Account Director
Solène Raverdy
Archivist
Pouria Hossein-Pour
Rethi Tan
Associate Director
Eric Guillod
Chief Editor
Mickäel Bandela
Client Lead
Anne Dauvé
Co-CEO
Charles Georges-Picot
Pascal Nessim
Communications Director
Aliou Maro
Head of Production
Timothe Rosenberg
Lead Flame Artist - VFX Supervisor
Nicolas Vogel
Post Producer
Jonathan Keita
Post Production Manager
Franck-Hervé Marc
Project director
Eva Castrillo
Project Manager
Antoine Zago-Meyer
Social Media Creative
Mathieu Borza
Sound engineer
Olivier Vehert
Sound Producer
Joel Tessonneau
Strategic planner
Margaux Grenouilloux
VFX Artist
Adrien Vernier
Emilia Redondy
Guillaume Riboulet
François-Xavier Clément
Léo Auger
Louis Nicod
Luc Noehringer
Mathieu Cabaret
Paul Crézé
Sébastien Delecour
Sylysak Taidonekhong
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