WoMen's Football
Award: Black Pencil
Black Pencil / Digital & Social / Tactical / 2024
Award: Yellow Pencil
Yellow Pencil / Film / Tactical
Award: Yellow Pencil
Yellow Pencil / Entertainment / Scripted Short Form
Award: Graphite Pencil
Graphite Pencil / Digital & Social / Use of Talent & Influencers
Award: Graphite Pencil
Graphite Pencil / Film / Social Commercials Over 30 Seconds
Award: Graphite Pencil
Graphite Pencil / Film / TV/VOD Commercials 31 - 120 Seconds
Award: Graphite Pencil
Graphite Pencil / Media / Use of Talent & Influencers
Award: Graphite Pencil
Graphite Pencil / Entertainment / Use of Talent & Influencers
Award: Wood Pencil
Wood Pencil / Visual Effects / Compositing
Award: Wood Pencil
Wood Pencil / Film / Innovation
Award: Wood Pencil
Wood Pencil / Media / Social
Award: Shortlist
Shortlist / Digital & Social / Use of XR & Emerging Technology
Award: Shortlist
Shortlist / PR / Digital & Social
Support in football is gender-biased. To encourage the French women’s team before the 2023 World Cup, Orange tricked the fans into loving woman’s football. We first showcased a never-seen-before compilation of top plays by French male stars (Mbappé, Giroud, Griezmann...). Then we reveal the ruse. The video was in fact a compilation of... women’s technical moves! Thanks to VFX, we faked the appearance of the French woman's team in the 1st part. The 2nd part showcases the same actions, without VFX, allowing the audience to admire the talent of the women’s team, free from gender stereotypes.
What did the judges have to say?
A very powerful take on a much-ignored topic.
Caroline Pay, CCO, DCUK
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