A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant
BUZZMAN Paris, FRANCE
Idea Creation
BUZZMAN Paris, FRANCE
Credits
Name
Company
Position
GEORGES MOHAMMED-CHÉRIF
BUZZMAN
President and Executive Creative Director
THOMAS GRANGER
BUZZMAN
Vice - President
JULIEN LEVILAIN
BUZZMAN
Associate Director
LAURA SEROR
BUZZMAN
Account Executive
VANESSA BARBEL
BUZZMAN
Head of TV & Print Production
KATYA VIOLI
BUZZMAN
TV Production
AMELIE JUILLET
BUZZMAN
Head of Communication and PR
CLARA BASCOUL-GAUTHIER
BUZZMAN
Communication and PR Manager
VINCENT LOBELLE
VINCENT LOBELLE
Director
Philippe Boucheron
BUZZMAN
Artistic Director
Patrice Lucet
BUZZMAN
Copywriter
Romain Touzé
BUZZMAN
Artistic Director Assistant
Thomas Ceccaldi
BUZZMAN
Head of New Business
Eva Yung
BUZZMAN
Production
Cyril Masson
Cyril Masson
Photographer
Dee Perryman
BUZZMAN
Print Production & Rights Manager
Helmi
DIVISION
Director / Artistic Director / Copywriter
Jules Chateleux
DIVISION
Producer
Clémence Cuvelier
DIVISION
Producer
Arthur Revon
DIVISION
Director's Assistant
Léa Revon
DIVISION
Public Relations
Julie Vella
Elle's Imagine'nt
President
Bérénice Sylvain
Elle's Imagine'nt
Vice president
Sonia Pino
Elle's Imagine'nt
Co-Founder
The Campaign
To reach as many people, we gathered celebrities in France known to all but especially known to the footballing community. We have made a film that shows every celebrity, volunteers but also real victims of violence say no to domestic violence and bruises. Everyone is with the jersey of the France national football team. The axis of this campaign is a play of words with blue (bruises) and Les Bleus (The France national football team).
"Je ne supporte pas les bleus" means litterally : "I can't stand bruises" which is a play of words because "bleu" means bruises but also the color blue being the french football team's color (and also their surname). The France national football team is enormously considered in France and the term "Les Bleus" is known to all.
Creative Execution
The campaign was entirely gracious for the realization, the production, the creative aspect but also for the media and celebrities. Everyone wanted to be present for this cause. The campaign was launched on 31th May, a week before the launch of the Euro and during 8 days. The campaign was a national campaign present in France: Tv spot, Out of Home (bus shelters), Press (magazine and web), press,banners, social média, video on line (pre-roll, catch-up...). To launch the campaign, Raymond Domenech (the ex former coach of the France national football team) tweeted a first provocative tweet (just before the media launch) "I can't stand Les Bleus", following thing, 3 celebrites tweeted the same message.
The results was a massive success. In 24 hours there were 164 media coverage, 10 affected countries, 64M shares on the RS, 212M people were potentially touched. After one week we have seen 294 media releases (TV, web, press, radio ..), 18 affected countries, 52 000 shares on either RS, 326M poeple were potentially touched. 1 106 donations for the association. + 60K unique visitors on the website. The hashtag #JeNeSupportePasLesBleus (I Can't Stand Les Bleus) has been Trending Topic during 24 hours and more 4M of earned media. A lot of journalists, show tv, press and celebrities wanted to talk about the campaign espacially the cause.
The campaign is for an association against domestic violence. This campaign was entirely gracious, also and espacially for the media and celebrities. It's thank to this help that the campaign was aible to exist and perform. There were a lot of media like TV, OOH, DOOH, Press, Web, VOL...
Insights, Strategy and the Idea
During the Euro 2016, 1 in 10 women died in France because of domestic violences. The association Elle's Imagin'ent has wished to raise in this media and symbolic moment (European Competition Football). Football is a sport that brings together a population. The campaign entitled "I can't stand les Bleus" has a particular resonance just before the launch of the Euro as with opening match between France and Romania. The double meaning of the message gives all the power to the campaign which aims to challenge public opinion (espacialy men) on such a serious subject as taboo. To lunch the campaign, Raymond Domenech (the ex former coach of the France national football team) tweets a first provocative tweet (teasing) "I can't stand Les Bleus". 3 celebrities tweets exactly the same thing just before the reveal (the day after) with TV campaign, Press, Digital, OOH, DOOH...during 1 week until the first match.