WoMen's football

About the Work Orange is the leading telecommunications provider in France and a historical sponsor of French football. While Orange equally supports both the men's and women's national football teams, women's football still faces significant gender bias among fans. To spark a global conversation and demonstrate the true value of women’s football, Orange hacked the most viral type of sport content on social platforms to trick the football fans, creating French most popular, watched and shared content. To challenge football fans' preconceived notions, we used their love of beautiful technical moves to create a Trojan horse. We created a never-before-seen compilation of actions from players of the French men's team. For 1 minute, we see the beautiful play of Mbappé, Giroud, Griezmann, etc..., in a sequence that borrows from the codes of sports best-of videos. The reveal then unveils the ruse: the video was in reality a compilation of... women’s technical moves! Thanks to VFX effects, the appearance of the French woman's team has been faked in the 1st part of the compilation. These skillful women's actions, without VFX, are replayed in the 2nd part of the video, so that the audience can admire them, stripped away from the filter of their gender stereotypes. The campaign was first launched on X, the key platform for football conversations. We capitalized on one influencer with medium visibility but very high engagement. This X account posted the first part of the video ( the women's technical moves 'disguised' as men's players), before revealing the full video a few hours later. Engagement surrounding these 2 tweets was very high, kick-starting mainstream media PR in France: within a day of the tweet, 8 mainstream media outlets were picking up on the video. This meticulous orchestration allowed the video to go viral around the world.