| Title | LA PETITE EQUIPE |
| Brand | L'EQUIPE |
| Product/Service | L'EQUIPE |
| Category |
A07. Original Printed Content |
|
Entrant Company
|
DDB PARIS, FRANCE
|
|
Contributing Company
|
DDB PARIS, FRANCE
|
Credits
| Alexandre Hervé |
Ddb Paris |
Executive Creative Director |
| Mélanie Pennec |
Ddb Paris |
Art Director/Copywriter |
| Jean Weessa |
Ddb Paris |
Art Director/Copywriter |
| Fabien Donnay |
Ddb Paris |
Account Director |
| Olivier Massanella |
Ddb Paris |
Account Executive |
| Beatrice Roux |
Snc L'equipe |
Advertiser Supervisor |
| Damien Darroman |
Snc L'equipe |
Advertiser Supervisor |
| Amaury Kergoët |
Snc L'equipe |
Advertiser Supervisor |
The Campaign
On November 9th 2014 the most looked-forward-to football game of the year, the Classico, will be held: PSG – OM, a game followed by an average of 3 million viewers. On Monday the 10th, as every time following a big sporting event, everyone will debrief the game. And most people will turn to the sports newspaper, L’Equipe. But how can we treat the subject in a different way to speak about the brand making it an event?
There are football fans that won’t shy away from analyzing the Classico: they are children. What if L’Equipe offered them a dedicated newspaper? A newspaper written by them and for them, La Petite Équipe. As its name implies, La Petite Équipe is a miniature version of the daily paper adapted to small readers. Four pages of analysis of PSG – OM entirely written by children for children.
5000 essays of (very) hardworking 9 or 10 years old children. An highly exposed media coverage (press, Web) of the Equipe brand in advance of and during the most looked-forward-to sporting event of the Ligue 1. 3 mornings covered the event the next day after the game : RTL (twice) and France Bleu, which is almost 3.4 million listeners. Professional press spins-off in CBnews, Stratégies, the AND but also on Sport.fr and Actukid.fr.
La Petite Équipe (The little L’Équipe) before being a communication case, is an editorial idea. The Brand L’Équipe seeks, year after year, new ideas to emprove the newspaper and provide new content and experience to all of their readers. La Petite Équipe is a real newpaper with real content wrote and thought by children, an extra newspaper published throughout France, same days as L’Équipe newspaper.