Winners & Shortlists

THE ANTIFOOT CAN

TitleTHE ANTIFOOT CAN
BrandORANGINA MISS O!
Product/ServiceLIGHT SOFT DRINK
Category C02. USE OF SOCIAL IN A PR CAMPAIGN
Entrant Company FRED & FARID GROUP Paris, FRANCE
Advertising Agency FRED & FARID GROUP Paris, FRANCE
Media Agency KR MEDIA Paris, FRANCE
Production Company WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
Credits
Name Company Position
Fred/Farid FRED/FARID GROUP Chief Creative Officers
Ugo Martinez/Guillaume Roukhomovsky FRED/FARID GROUP Copywriter
Guillaume Roukhomovsky/Radouane Guissi FRED/FARID GROUP Art Director
Stanislas De Parcevaux/Florence Burtin/Aline Bonnet/Romain Burgevin/Fanny Comau ORANGINA SCHWEPPES FRANCE Clients
Florent Depoisier FRED/FARID GROUP Account Director
Matthieu Bouillot FRED/FARID GROUP Social Media Manager
Deji Odulate FRED/FARID GROUP Agency Producer
Patrick Cassir WANDA Director
Hélène Ségol/Marie Le Roux WANDA Producer

The Campaign

Miss O! is a rebel brand that wishes to give back power to its consumers. Whereas football is everywhere on medias during summer 2014, Orangina Miss O! has noticed that the vast majority of French does not care about football and despite facing its media overexposure. As a response, Miss O! has decided to provide French women and men that are not interested by football with a new weapon that allows them to switch off any football game in total secrecy: introducing the anti-foot can. On June 16th of 2014, the brand has released a video on social networks where french population could realize how football dictatorship has imposed itself in their lives. At the video end, the brand has invited anyone one willing to fight back the dictatorshop to try to win the anti-foot can Orangina Miss O ! on social networks and to join this unexpected and one-of-a-kind movement. 5 000 cans have been made available for the resistance. Even if it was not very appreciated from the dominant minority, everybody was talking about it. Some, even took the risk to try. Everyone wanted to join the resistance (cardboard : 5000 cans produced, 20 000 requests on Twitter).

The Brief

As a response, Miss O! has decided to provide French women and men that are not interested by football.

Results

Even if it was not very appreciated from the dominant minority, everybody was talking about it. Some, even took the risk to try. Everyone wanted to join the resistance (cardboard : 5000 cans produced, 20 000 requests on Twitter).

Execution

On June 16th of 2014, the brand has released a video on social networks where french population could realize how football dictatorship has imposed itself in their lives. At the video end, the brand has invited anyone one willing to fight back the dictatorshop to try to win the anti-foot can Orangina Miss O ! on social networks and to join this unexpected and one-of-a-kind movement. 5 000 cans have been made available for the resistance.

The Situation

Miss O! is a rebel brand that wishes to give back power to its consumers. Whereas football is everywhere on medias during summer 2014, Orangina Miss O! has noticed that the vast majority of French does not care about football and despite facing its media overexposure.

The Strategy

Miss O! has decided to provide French women and men that are not interested by football with a new weapon that allows them to switch off any football game in total secrecy: introducing the anti-foot can.