The film stages various protagonists abandoning their companions while singing the "We are the champions" tune. A legendary song, usually source of pride during Football World Cup, here in this context rather stirring up embarrassment and shame.
Cultural / Context information for the jury
With 100,000 animals abandoned per year, including 60,000 during summertime holidays, France sadly outperforms across Europe with its number of abandoned animals. An unknown figure used as a trigger for the new campaign of the 30 Millions d’Amis Foundation.
After striking the chord with last year campaign (reaching more than 45 million views on social networks), the Foundation and its agency Altmann + Pacreau have decided to hit hard this year to reawake consciousness and prompt a surge of national spirit.