| Title | #ALLBLEUS |
| Brand | ADIDAS |
| Product/Service | SPORTS |
| Category |
A03. AMBIENT MEDIA: SMALL SCALE (INCL. PREMIUMS & GIVEAWAYS) |
|
Entrant Company
|
TBWA\PARIS, FRANCE
|
|
Advertising Agency
|
TBWA\PARIS, FRANCE
|
|
Advertising Agency 2
|
DAN PARIS Boulogne-Billancourt, FRANCE
|
Credits
| Philippe Simonet |
DAN PARIS |
President |
| Nathalie Huni |
DAN PARIS |
Executive Creative Director |
| Amaury Devitry |
TBWA PARIS |
Group Account Director |
| Nicolas Barres |
DAN PARIS |
Art Director |
| Victor Hav |
DAN PARIS |
Art Director |
| Gilles Suprin |
DAN PARIS |
Copywriter |
| Christophe Courty |
DAN PARIS |
Motion Designer |
| Mathieu Gauchee |
DAN PARIS |
Digital Project Manager |
| Mounir Bekkouche |
TBWA PARIS |
Account Manager |
| Bertrand Regnier Vigouroux |
TBWA PARIS |
Account Manager |
| Corentin Monot |
TBWA PARIS |
Strategic Planner |
| Nicolas Favre |
ADIDAS |
Communication Director |
| Benoit Menard |
ADIDAS |
Brand Manager |
| Jeremy Pallares |
ADIDAS |
Digital Manager |
The Brief
On February the 1st, the Crunch took place in the Stade de France (France vs. England RBS 6
nations tournament). It is the historical biggest rugby game of the year!
For Adidas, the French Rugby Federation partner, it was a fantastic opportunity to communicate and roll out its #allbleus brand plateform, ie. the union of French people/fans with their national teams and athletes around performance, support, fun and victory!
With no media budget and no access into the stadium, the challenge was to find THE idea to hook our target and make it participate in order to become the media.
Creative Execution
As the #allbleus strategy is about to unite french supporters with the athletes and the national teams, our campaign had to explicitely show/use both.
In the morning, a selfie competition was pre-launched at the Adidas store with an inestimanle instant win deal : a free ticket for the match for the 10 first selfies !
Two hours before kick off, we massively distributed the lollipops around the stadium to engage the 80.000 supporters and make them reveal their blue inside by showing their blue tongue in the stadium but also post a selfie on Instagram.
Describe the creative solution to the brief/objective.
For the crunch, the overall idea was to show that the fifteen English players were not just facing fifteen French players, but a whole French army.
We had to find a simple idea, message or gesture, at the intersection of the athletes and fans...
what about the tongue, a key symbol for sportsmen and supporters alike?
-> an #allbleus lollipop to color people's tongues in blue, to become the rallying cry for French supporters and a way to show their passion from the inside out.
This lollipop was massively distributed on game day and a selfie competition was proposed on instagram and twitter.
Results
During the game, blue tongues were snapped and shared more than 2 200 times on Instagram and twitter.
That's 1 blue tongue shared every two second.
The hashtag #allbleus was retweeted more than 7,000 times.
Adidas was on TOP 5 Twitter Brands by Interactions one week after the Crunch.
Our lollipop was presented on TV by reporters on channels Canal+ Sport and Infosport+
All Adidas french Athlete use the hashtag #allbleus on their own social networks.