WoMen's Football
Orange, a telecommunications brand, needed to boost support for women's football in France before the 2024 Olympics. The client aimed to challenge pervasive gender bias among the general public, proving women's football skills were undervalued. They sought an impactful campaign to shift perceptions and increase engagement.
Creative Idea
Deepfake male football stars were revealed to be incredible female players.
Orange used deepfake technology to show incredible football skills seemingly performed by male players. The reveal showed these were actually female players from the French women's national team, challenging gender bias and proving audiences unconsciously undervalue women's football skills.
Creative Strategy Deconstructed
Company
Orange, a major telecommunications brand, could credibly use cutting-edge technology like deepfake to create impactful content.
Category
Football sponsorships often focus on celebrating male athletes, overlooking or under-promoting women's teams and their skills.
Customer
Audiences often unconsciously undervalued women's football, holding biases that diminished their perception of female players' skills.
Culture
Prevailing gender bias in sports, especially football, and the upcoming 2024 Olympics created a timely moment for challenging perceptions.
Company
Orange, a major telecommunications brand, could credibly use cutting-edge technology like deepfake to create impactful content.
Category
Football sponsorships often focus on celebrating male athletes, overlooking or under-promoting women's teams and their skills.
Strategy:
Use advanced tech to expose unconscious gender bias in football, elevating women's skills and challenging perceptions.
Customer
Audiences often unconsciously undervalued women's football, holding biases that diminished their perception of female players' skills.
Culture
Prevailing gender bias in sports, especially football, and the upcoming 2024 Olympics created a timely moment for challenging perceptions.
Strategy:
Use advanced tech to expose unconscious gender bias in football, elevating women's skills and challenging perceptions.
Strategy Technique
Attack a Cultural Blind Spot
The campaign exposed the unconscious bias audiences held against women's football, a blind spot in sports culture. By revealing the truth, it forced a re-evaluation of perceived skill levels.
Explore Technique
Creative Technique
Reverse Expectations
The campaign deliberately presented male football stars performing incredible feats, then revealed them to be female players. This reversal directly challenged audience preconceptions about women's football skills.
Explore Technique
