Description
In this two-and-a-half-minute film created with the Sid Lee Paris agency, Ligue 1 presents its take on the beautiful game, showcasing its new positioning – *Football. But French.* Through passionate supporters, football wizardry, and epic music, the brand boldly expresses this new direction for the league, its clubs, players, and supporters for the upcoming year.
Rather than relying on typical football trick shots, the film challenges the old English "Farmers League" cliché, demonstrating what Ligue 1 is truly about. Beginning with a fish-and-chip dinner, the film follows a cynical British protagonist, Willy, on a French odyssey that shows how much he still has to learn about Ligue 1.
From a young kid in Marseille to the dogs in Lille, the tifo in Rennes, the Lyon lion, and the celebrations that light up Paris, Strasbourg, Lens, Toulouse, and Nantes, French fans dazzle their English visitor. Just when it seems to be over, Thierry Henry, the most "English" of French footballers, makes a gleaming cameo, lacing up his boots and donning a pilot's cap to fly Willy straight into the upcoming championship.
As a former AS Monaco prodigy turned Arsenal legend, CBS commentator, and coach of both the French U21 and senior national teams, Henry embodies the strength and diversity of French football on the international stage. His inclusion highlights the excellence of the new Ligue 1.
The film was directed by Adrien Lagier and Roman Bellity, two directors known for their influential work in the French rap scene, crafting music videos for artists like Orelsan, Damso, and Niska. Both passionate football fans, they skilfully combined style and comedy in this emotional and visually innovative film.
The campaign will launch on September 19, primarily through digital channels.
This professional campaign titled 'We Will Show You' was published in France in September, 2024. It was created for the brand: Ligue 1, by ad agency: Sid Lee Paris. This Integrated medium campaign is related to the Sports industry and contains 1 media asset. It was submitted 25 days ago.
Credits
LFP Media
Transformation & Innovation Department
Sid Lee
Stéphane Soussan – Executive Creative Director
Ninon Peres – Copywriter
Geoffrey Poulain – Art Director
Eric Boussenec – Editor
Yoann Deminiac – Account Director
Thomas Albert – Account Executive
Laetitia Neves - Head of production
Mirabelle Yehouessi – Production Assistant
BIG Productions
@bigproductions.fr
Production:
Adrien Lagier @adrien.lagier – Director
Roman Bellity @romanbellity – Director
Kasia Staniaszek @kasia_stania – Producer
Lidwine Chudy @lidwinechudy – Production Director
Antoine Cormier @antoinecormier – DOP
Valentin Peoch @valentinpeoch – First assistant
Gaston Portejoie – Head decorator
Elsa & Louise – Stylists
Post-production:
Johan Luce-Antoinette – Post-production Director
Arthur Paux – Calibrator
Anthony Lestremau – VFX Lead
