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Category
Sustainable Development Goals
Annual ID
OS24_SD009M
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, especially men. So before the 2023 Women’s World Cup we used male bias against men. As many men want to watch men's football only, we use male players to turn them into fans of women's football.
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. 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.
The campaign was first launched on X, the key platform for football conversations. We capitalized on one influencer with medium visibility but very high engagement. This X account posted the first part of the video ( the women's technical moves 'disguised' as men's players), before revealing the full video a few hours later. Engagement surrounding these 2 tweets was very high, kick-starting mainstream media PR in France: within a day of the tweet, 8 mainstream media outlets were picking up on the video. This meticulous orchestration allowed the video to go viral around the world.
2024 Awards
Total Points: 3
Merit
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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